Announcing the Integrated Marketing Playbook Webinar Series

This morning we announced the schedule for our Integrated Marketing Playbook Webinar Series (see it here). The series consists of four events that elaborate on some of the primary themes within our newly released Integrated Marketing Playbook, hosted by IgnitionOne thought leaders.

These webinars will be a great opportunity for a deeper exploration of the topics in the Playbook and will give readers the chance to pose their own questions to the IgnitionOne authors.

Introducing The Integrated Marketing Playbook!

Today IgnitionOne released “The Integrated Marketing Playbook: How to Create Simplicity from Complexity,” a fundamental guide for digital marketers. This new e-book is written to serve as a valuable resource when mapping out how to approach integrated digital marketing across an organization. The Playbook is available as a free download at: pages.ignitionone.com/integratedmarketing .

As we have said many times before, to be successful in this fast moving and dynamic sector, marketers will need to tear down the silos between organizational teams, technology, data sets and goals in order to not only drive simplicity, but to also improve results. This free book will help explain how to achieve that.

The Playbook answers the follow questions posed by marketers:

  • What are the central challenges to achieving integrated digital marketing?
  • How do I set up my organization to facilitate and take advantage of integration?
  • How do I centralize tools, data and measurement to achieve integrated marketing?
  • What is the payoff for integrating my marketing?

The Integrated Marketing Playbook also includes Q&A sessions with top brand executives Julie Cary of La Quinta Inns & Suites and Peter McDonough of Diageo, who lend their views to readers.

Digital  marketing  has  become  complex due to the multitude of point solutions with  their  own  data  sets  and  their  own  way of  addressing the  conversion  path.   And silos  set  up  in  marketing organizations  end  up  working  against  central goals  by  putting  the  focus  on  the success of individual tactics or channels. But marketers can integrate their marketing, break down silos, connect the dots and centralize data, tools and efforts.

To download “The Integrated Marketing Playbook,” please visit: pages.ignitionone.com/integratedmarketing.

IgnitionOne’s Integrated Marketing Playbook Launches Next Week

Next week, we will be releasing the long awaited Integrated Marketing Playbook: How to Create Simplicity from Complexity. The collection of essays from top experts details exactly how marketers can achieve truly integrated marketing in order to optimize budget across channels, understand their audience and what motivates them and efficiently manage innovation and technology.

We have identified that while digital channels are becoming more important to businesses globally, they have been managed in isolated silos. At their peak, these channels should be functioning seamlessly together and working with each other to drive conversions. By operating each channel separately, a business misses out on the full holistic potential.

It is all very simple: we believe that by breaking down these barriers, connecting the dots and centralizing data, tools and efforts, your marketing organization can be more operationally efficient and we have written this guide to serve as a valuable resource when mapping out how to approach integrated digital marketing in your organization.

 

To sign up to receive your copy of the Integrated Marketing Playbook, click here.

Your Digital Media Is Integrated…Now What?

It’s not hard to imagine how larger advertisers can quickly find themselves caught standing still in a rapidly evolving digital marketplace today. As new tracking technology allows for greater integration between channels, advertisers should be thinking about how they can change their approach to increase efficiency. As advertisers become more sophisticated, the pressure grows to edge out competition and dominate the digital marketing space. Advertisers are finding themselves trapped between growing local online media, traditional companies investing in digital media, new e-commerce sites, OTA’s, review aggregators, blogs and social networking sites now earning margins on their revenue. Some advertisers are not sure if they should even view these new channels as friends or foes but regardless of channel, advertisers want their media budgets to earn/buy the most media possible, generating the most return.

Evolution is at the forefront of our industry. It has been a founding principle since Gutenberg fired the last town crier. As media has developed, the evolutionary curve has shortened. It is seen more recently with TV budgets overtaking radio ad space, DVR changing the pricing structure of the broadcast, and most recently with the Internet transforming print media and how businesses engage with customers.

Fact: It was 700 years from the invention of print to the invention of radio and nearly 70 years from the invention of the radio to the invention of the Internet.

Considering how rapidly online marketing evolves, advertisers can take advantage of this evolution instead of falling victim to it. Sometimes to their own detriment, advertisers can find themselves following the standard procedure and allocating media spend without considering the efficiencies of flexibility. Here are two ways advertisers can help their own organization evolve within the digital space. By strategically allocating budgets and making them flexible, marketers can earn/buy the most media with every dollar.

1. Break Down the Walls – Clients must learn that departmental divisions and internal competition for budget isn’t healthy. In many circumstances, advertisers compete internally for the same advertising budget and are incentivized based on growing media spend, not efficiently spending it. Factors such as product quantity or historically offline performing categories may cause advertisers to unfairly distribute budget from the top down instead of the bottom up. In an ideal scenario, budgets should be increased departmentally based on efficiency and departments should not be constrained to budgets set in a prior year. Advertisers must look holistically at their business and work together interdepartmentally to not compete against each other, but to ensure the internal divisions/departments with the greatest ROAS are fully funded.

2. Allow for Flexible Budgets – As consumer behavior continues to advance, media spend will change . Advertisers should prepare to shift budgets between search engines, display networks, mobile networks, etc. This budget shift doesn’t stop at the publisher level, but should be considered internally as well. Advertisers can find themselves pressured internally to ‘’support’’ new efforts instead of allocating media funds to proven and more efficient channels. Some ways to evaluate your media budget are to compare the shift in ROAS by date, channel, search engine, SEO provider, etc. and overlay this against your business cycle/seasonality. Next, determine how accurate your digital tracked revenue is by channel and the actual ROAS for each channel; you will then be well on your way to providing flexible budgeting and growing your internal revenue with the same media spend.

Ways to analyze media spend
i. month to month
ii. channel to channel
iii. engine to engine
iv. network to network
v. division to division
vi. seasonally/cyclically

At this point you might be thinking, “The big guys upstairs don’t like new ideas,” but I’ve discovered that the big guys upstairs always like ideas that are practical and generate revenue. Once advertisers make budgets more flexible and reallocate by performance, you will maximize your media dollars and increase your ROAS. It’s certainly easier said than done, however those who can will gain a competitive advantage over those who won’t.

POV: What Google Enhanced Campaigns Changes Mean for Sophisticated Marketers

(a version of this appears in MediaPost, today)

Wednesday’s announcement from Google greatly affects sophisticated advertisers. While the change will clearly drive adoption of mobile search advertising it is unfortunately at the expense of advanced marketers, such as our clients.

Being able to schedule different extensions based on time of day (for example, using phone extensions only when your call center is open) can be valuable and the concept of “smarter” ads – mobile-preferred ads, sitelinks, etc. – is nice. However, many marketers already manage this type of targeting through separate campaigns.

The notion of separate campaigns (or accounts) by device type, of course, is part of what Google is trying to cut down on. Google hopes to make it “easier” and require fewer assets to manage with one campaign for all devices and a handful of modifiers as opposed to duplicating or triplicating campaigns. It will certainly make it easier to spend more across device types – something that I’m sure Google is aiming for.

For smaller accounts and/or those with limited resources to manage paid search across devices, this has the potential to make things easier, though not necessarily as efficient from an ROAS perspective. But for larger marketing teams with the bandwidth and knowledge to manage their accounts more granularly, these changes will inhibit the control they’re used to.

These sophisticated marketers take advantage of a device type structure to easily control spend by device type or target specific transactions or returns. That will no longer be possible. Instead, marketers will need to adjust the mobile bid multiplier for each campaign. And, even then, that won’t impact spend on desktops, just on mobile. Even more troubling is that marketers won’t be able to advertise just on mobile. They’ll essentially be required to advertise on desktops even for mobile app downloads, for example, with a bid at least 1/3 of their mobile bid. We feel there will be a lot of pushback on this and Google will likely need to reexamine.

The other big change is doing away with tablets as a targetable device type. Google makes an argument for the blurring of the lines between laptops and tablets, and while we agree there’s some truth to the notion that users are finding laptops and tablets more interchangeable, there’s still quite a difference. There’s a lot of value in being able to target, bid and design for different screens. As our Q3 report showed, tablet users spent 30% more time on-site and had 20% higher Engagement Scores than PC users. This is a significant difference in behavior.

These changes will require some significant reworking of accounts, particularly for more sophisticated marketers with larger, more granular structures. The good news is none of it has to happen overnight. Google is announcing this now to make sure everyone has time to be comfortable with the new structure by Q4. Advertisers should pay very close attention to these changes and take the time to make sure they completely understand them before transitioning. That said, it’s imperative they migrate before Google does it for them. The auto-updating of legacy accounts this summer is not likely to be in anyone’s best interest.

IgnitionOne will be working with our clients over the next two months to minimize the impact and migrate to the enhanced campaign structure. We will also continue to work with Google as they roll this out and take into account the needs of their most sophisticated marketers.

IgnitionOne’s February Industry 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 company news.

IgnitionOne in the News
Is Facebook Missing an Opportunity in Mobile Search?
Mobile Marketer
January 17, 2013

Roger Barnette, President of IgnitionOne, comments on the importance of the user experience on mobile and the necessity for Facebook to integrate advertising into its mobile experience.

IgnitionOne’s Margiloff: Google PLAs are Extending Search Ad Spending, Not Cannibalizing It
AdExchanger
January 22, 2013

Q&A with Will Margiloff, CEO of IgnitionOne, that focuses on Google PLAs and IgnitionOne’s role with them, the mobile factor, and future plans for the company.

2013 SEM Landscape
PPC Associates
January 22, 2013

IgnitionOne is listed as a Campaign Manager in an infographic that educates on the existing SEM landscape.

Thought Leadership
Making a Small Thing Big
Cream Blog
January 11, 2013

A featured article by Lucy Cleary, Marketing Manager, IgnitionOne UK, describes the need for marketing, which can be overlooked as a core function of a business.

Six Questions: Will Margiloff; Market Attribution Modeling 101 with the IgnitionOne Boss
ADWEEK
January 16, 2013

Video interview with Will Margiloff, CEO of IgnitionOne, discusses the unification of a fragmented marketing landscape, the definition of marketing attribution modeling, what to know about Big Data, proving that social works, and more.

PLAs are Here to Stay: A Few Tips on How to Take Advantage
Search Engine Watch
January 25, 2013

Dave Ragals, SVP Client Services, discusses changes brought on by Google PLAs and what change is on the way, and identifies Q1 as the ideal time to note what is working and what’s not in order to plan for the remainder of the year.

Q4 Report Coverage
Report: Paid Search on Tablets Up Sharply
BtoB
January 10, 2013

Marketers Turn to Tablets for Paid Search Spending, Yahoo! Bing Gains Steam
Tech Journal
January 10, 2013

Tablets Pull Ahead of Pack in Strong Q4 2012 for Paid Search Advertising
Pymnts
January 10, 2013

Mobile Accounted for 18% of US Search Spend in Q4 2012
Econsultancy
January 11, 2013

Mcommerce Sales to Account for 15pc of Total Ecommerce Volume this Year
Mobile Commerce Daily
January 11, 2013

USA: Tablet Ad Spend Overtakes Smartphones
The GMA
January 11, 2013

Tablets Pull Ahead of the Pack in Strong Q4 2012 for Paid Search Advertising
Ad Operations Online
January 11, 2013

Tablets Beat Smartphones for Paid Search Ads
Strategy Digital Media
January 11, 2013

Mobile Marketing Paid Search Led by Tablets in Q4 2012
QR Code Press
January 11, 2013

Study: Mobiles are Searching, Clicking
Biz Report
January 11, 2013

Google Results Suggest Mobile, Desktop CPCs are beginning to Converge
Mobile Marketer
January 11, 2013

DigitalMarketingSuite.com
It All Adds Up: Optimizing Your SEM Creative
DMS.com
January 3, 2013

Katherine Wrobleski, Media Coordinator for IgnitionOne, discusses components of ad copy that affect Quality Score, best practices for testing multiple variations before optimizing text ads and more.

The 12 Days of Online Christmas Shopping
DMS.com
January 8, 2013

Rachel Young, Marketing Coordinator, IgnitionOne EU, puts together a timeline of inefficient and stellar remarketing campaigns that she experienced during her 2012 Christmas shopping experience.

Savvy Marketers Drive Attribution with User Engagement Metrics
DMS.com
January 15, 2013

Michael Alexander-Campbell, Sales Executive, IgnitionOne UK, discusses the need for attribution and how IgnitionOne uses an audience scoring algorithm to evaluate the effectiveness of media interactions and provide customer-driven scientific weighting that eliminates the guess work in delivering suitable attribution profiles.

Remember When We Used to Use Search Engines?
DMS.com
January 17, 2013

Article by Joe LaSala, Marketing Director, IgnitionOne, that speculates on the future of technology.

From Data to Insights: Leveraging User-Level Data
DMS.com
January 24, 2013

Recap and video of Roger Barnette’s webinar centered on how to leverage user-level data. See the video here.

Search Myths Uncovered
DMS.com
January 25, 2013

Judy Chan, Head of Search, IgnitionOne UK, identifies popular myths and indicates whether they contain truth or not.

Finding the Balance: How to Leverage Facebook Marketplace & Exchange
DMS.com
January 29, 2013

David Hill, Senior Product Manager, IgnitionOne, discusses the differences between Facebook Exchange and Facebook marketplace, and when marketers should use them.

Mission Fun at IgnitionOne
DMS.com
January 31, 2013

Mary Baldwin, HR Assistant, IgnitionOne, discusses how IgnitionOne retains its talented employees, including birthday parties, Tasty Tuesdays, Global Employee of the Month and more.

General
Holiday Retail Ecommerce Spend Grows by 14% YoY
Marketing Charts
January 4, 2013
Marketing Charts details retail e-commerce spend up 14% from 2011 to $43 billion spent between November 1 and December 31 and notes that Cyber Monday was the busiest email marketing day of the years and the biggest online spending day at $1.465 billion.

Online Ad Spending Tops $100 Billion in 2012
Forbes
January 9, 2013
eMarketer reported that online ad spend topped $100 billion for the first time last year, further indicating digital’s rapid growth rate, expected to increase in the double-digits through at least 2015. This year, eMarketer reckons online ad sales will rise 15.1% to $118.4 billion and by 2016, digital ad spending will pass a quarter of all ad dollars.

Emerging Markets in Asia-Pacific Propel Digital Ad Spend Growth in the Region
eMarketer
January 11, 2013
Last year, expenditures in Asia-Pacific reached $27.3 billion and is expected to becoming the second largest digital ad market in the world by the end of this year, surpassing Western Europe by nearly $2 billion. India and China will see growth of around 30% each this year, and maintain a pace of increase of about 20% or higher throughout the forecast period. China’s share of digital ad spending in Asia-Pacific is expected to rise to 36.1% in 2016 from 27% in 2012, while Japan’s share will drop from 35.1% to 25.8%.

We Reach Everyone Online. No, We Do!
ADWEEK
January 25, 2013
Mike Shields’ comical article discusses a very common occurrence in ad tech – where companies exalt their unrivaled performance and unprecedented funding. “But at a certain point, these eye-popping data boasts become more akin to rap brags. Saying “I’ve got more rhymes than the Bible’s got Psalms” sounds impressive, until you read on Wikipedia that there are only 150 Psalms. And that’s not even close to the whole Bible.” Shields asserts that these ad tech companies need to figure out a better way of communicating what they do and why it’s groundbreaking.

What a $4 Million Super Bowl Ad Could Buy in Digital
Digiday
January 28, 2013
A portal roadblock every day for at least a week, over 100 million video impressions on Hulu, 200 pieces of BuzzFeed-sponsored content, an eight-day YouTube homepage ad, Twitter’s promoted Trending Topic every day for a month, a lot of impressions on Tumblr’s “Radar,” 50 million Forbes.com first-page interstitials and over 100 million video network impressions.

Web Development Top B2B Priority in 2013
eMarketer
January 28, 2013
This year, email marketing will become a largest priority for marketers than social presence or search marketing. 70% of respondents planned to increase spending on websites this year. Content marketing has grown to become a major focus for B2B marketers.

Search
Google, Mobile Search and the Paradox of Competition
Search Engine Land
January 8, 2013

Google’s traditional search model and content presentation are not well suited to a range of new search and discovery scenarios that are emerging. Google is trying to combat threats to its business, such as the plethora of mobile apps that are offering new competition to Google. The popularity of Android has solidified Google’s mobile presence, but the company remains vulnerable. It’s hard to bet against Google but it’s equally hard to imagine Google search hegemony into the indefinite future.

Facebook May Surprise Search Marketers with Familiar Tech
MediaPost
January 14, 2013

Facebook’s work to develop proprietary technology platforms would lock in third-party companies. A Facebook mobile operating system would support the company’s move into its own search platform and device strategy. It makes sense for Facebook to go after the mobile ad market with its own OS, a segment that brings Google riches. Google’s share of the U.S. mobile ad market continues to strengthen thanks to its search business with estimates that Google share sits at 56.6% of U.S. mobile ad revenue, compared to the next-highest competitor, Facebook, at 8.8%.

How Unique Does Content Need to Be to Perform Well in Search Engines?
SEOMoz
January 25, 2013

Interesting video that discusses what makes content unique in the eyes of the crawlers, and the bane of duplicate content.

Social
What Facebook Paid Messages Could Mean for Brands
eMarketer
January 11, 2013

Facebook is currently testing a paid messages program that will allow users to reach out to those outside their network of friends for a fee of $1 per message. Although early in its testing, it holds potential to alter the messaging function for both brands and consumers alike. AYTM surveyed Facebook users about this capability and found that 90% of users said they would definitely not pay $1 to send messages to users outside of their network. Brands might be less opposed to the option, however.

Facebook Takes Search Social with Graph Search
ClickZ
January 15, 2013

Graph Search, designed to direct users to answers, not just results, is Facebook’s recent attempt to tackle search integration.

Top Five Targeting Secrets for the Facebook Exchange
MediaPost
January 15, 2013

Shares some targeting options through Facebook Exchange, including the availability of retargeting the marketers’ own site visitors first, using third-party data, targeting search data, using geo-targeting and time-of-day targeting.

Mobile
State of Retailing Online 2013 Launches on Shop.org Today
Forrester
January 14, 2013

Report highlights include that web sales continue to grow, key ecommerce metrics continue to improve, mobile growth rates are strong and 2013 initiatives will focus on site optimization.

Five Steps for Improving Lead Generation ROI
Econsultancy
January 18, 2013

Converting leads into sales requires steps that consist of validating, scoring, segmenting and following up with leads.

Display
Why Advertising through RTB Needs a New Buying Model
AdAge
January 22, 2013

CPM is preventing the online advertising industry from realizing the full potential of RTB. There are several challenges preventing RTB buyers from capitalizing on the value-based buying opportunity today: it demands a mind-set shift from the media-buying community, value-based buying requires accurate insight into the actual value delivered by each seller, and understanding the value of each impression and acting on it in milliseconds is hard.

Why 2013 will be the Year of Programmatic Premium Guaranteed
ClickZ
January 22, 2013

The market is placing the majority of its money into premium guaranteed, despite that “programmatically bought” media will only account for roughly $2 billion of the anticipated $15 billion in digital display spending this year, or a little over 13 percent depending on who you believe. Reasons for this: there’s a natural cap on RTB growth, the pool is still dirty and it’s not about private exchanges.

Be the first to read the definitive Integrated Marketing Playbook

Digital Marketing is not only simpler when it is integrated, but it is also more effective.

Whether you are a CMO or a point solution expert, integrated marketing should be a top priority for you. IgnitionOne will be releasing a FREE detailed playbook on how to integrate your digital marketing efforts to create simplicity from complexity and dramatically improve results. Learn  how to align your organization, integrate your technology, centralize your data and optimize your marketing from industry experts.

Click here to be the first to read the Integrated Marketing Playbook. As soon as it is released, we’ll send you an email with a link to download the fundamental guide for digital marketers.

Follow us on Twitter and friend us on Facebook to keep up with exciting news around the release of our Playbook, as well as additional thought leadership from our digital marketing experts.