Merhaba Istanbul! Meet IgnitionOne’s new Turkish team

Last month, IgnitionOne launched its first Turkish Office in Istanbul. Country Manager, Yusef Akyuz presented IgnitionOne’s Digital Marketing Technology at Webrazzi on 19th March, officially announcing IgnitionOne’s presence to the Turkish market. Continue reading Merhaba Istanbul! Meet IgnitionOne’s new Turkish team

Recruiting Success (and we’re just getting started)

You walk into the lobby of IgnitionOne’s midtown Atlanta office and are immediately taken with the stylish modern design. A large marble bar with three beer taps containing craft brews framed between two 50 inch flat screens rests on the far side of an open break area that could easily be a cafe anywhere in the world. Ping Pong and Foosball tables fill out the space in front of our main conference room, Dogwood, with its view of the downtown Atlanta skyline.  The energy upon walking into any of our offices is apparent regardless of location:  innovative, fast-paced, and fun.  IgnitionOne has created an environment where employees can work hard, play hard, and feel appreciated for what they do.

IgnitionOne, one of the leading ad tech companies in the digital space, is planning for tremendous growth in 2014.  This comes as no surprise given the company’s steady history of consistent growth; from under 200 employees 36 months ago to currently over 400 employees across the globe. But there are many challenges that come with recruiting in the tech industry.

According to the Washington Post, technology unemployment has dropped to 2.7% during the first quarter of 2014, down from 3.5% in 2013.  The economy is on the upswing and people are getting and keeping their jobs. For the first time in years, the ball is in the candidates’ court, not the recruiters’.  But as one of the top ad tech companies in the world, we are still highly selective. With such a stellar team already working with us we want more than just bodies. We want like-minded individuals, entrepreneurs, thought leaders, and communicators.  The employee-centric culture is a critical selling point when recruiting candidates to work for IgnitionOne.  But with heavy volume of hiring on the horizon, we have taken a closer look at our talent acquisition strategy so that we can recruit more rockstars than ever before.

We started by taking somewhat of a culture inventory: a hard look at the culture to clearly define who IgnitionOne is as a company.  We then extrapolated our findings into a model of ideal candidates.  To do this, we interviewed our hiring managers and employees, for their inside secrets on what ingredients make up the ideal prospective hire for their teams. We found that the more input the teams have on defining the culture, the stronger and more integrated the recruiting process became.

In our early stage research of talking with managers and employees alike, we found that though the technical qualifications vary between departments, the broad skills or unteachable skills are a constant. All of the managers and employees across departments are looking for similar attributes in their potential teammates. IgnitionOne’s hiring managers look for signs of leadership, initiative, and entrepreneurial thinking.  They collectively disclosed that communication is highly important as the type of work we are doing at IgnitionOne is collaborative.  The ability to “think outside of the box” when finding a solution was ranked high across teams, as well as the ability to collaborate with teammates, find solutions independently, and lead when necessary.

Our hiring managers divulged that they are fans of candidates who are passionate about a hobby or personal interest outside of work. Passion for something or anything reveals the candidates’ curiosity and genuine interest in learning new things.

And finally, we must keep our process honest.  As the recruitment team, we are the first impression of the company that candidates encounter as they begin to interview for their potential new workplace. Our goal is to recruit like-minded individuals to IgnitionOne: turning candidates into happy employees. Happy employees are more likely to have longevity with the company.  We keep it fresh, exciting, and real in our journey to sell the company and employee-experience to candidates and in turn recruit awesome talent If you or someone you know is interested in working for IgnitionOne, you can browse our available careers here.

POV: Google Secure Search to Block Queries on Paid Search

After a swarm of rumors, Google has officially announced that it will block search queries from the referral on paid search clicks.  While the move is hardly unexpected – it was seen as the next shoe to fall after they announced the same thing for organic search last Fall – it has caused a fair amount of speculation and panic.

Google’s stated reason for this change is pretty straightforward – it keeps what someone types into the search box “secure” from being detected by anyone else.

So what exactly does this mean?  Simply put, Google will no longer send the keyword or phrase that the user typed into Google.com when they forward a click from the ensuing ad.  This means advertisers and technology companies that support paid search won’t be able to match the query with the paid keyword for analysis.

This doesn’t mean that advertisers and technology partners won’t have access to individual keyword-level data, just that that they can’t match that to the query that led to it.  So most of what advertisers rely on will continue to work, including keyword level data.

The biggest drawback, however, is it removes much of an advertiser’s ability to use third-party, unbiased search query data to refine their keyword lists by identifying queries that are matched to broader and/or more expensive keywords in their campaigns or to create negatives off of queries that lead to unmonetized clicks.  Instead, advertisers are being sent to Google’s own reporting for this insight, which leads to the next issue – transparency.

This change pretty much leaves Google’s matching algorithm inside a black box, with no external means for validating it.  It will require advertisers to trust that Google is matching queries properly.

So what can an advertiser do? While much of the micro-level data and verification won’t be available, marketers can keep an eye on the macro, by watching CPC trends as well as percentage of traffic going to different match types.

After a swarm of rumors, Google has officially announced that it will block search queries from the referral on paid search clicks.  While the move is hardly unexpected – it was seen as the next shoe to fall after they announced the same thing for organic search last Fall – it has caused a fair amount of speculation and panic.

IgnitionOne joins the IAB UK for Digital Britain in Manchester

Yesterday, IgnitionOne joined the IAB UK for their Digital Britain event in Manchester. The event, which took place at the Bridgewater Hall, is the first time the IAB UK has held an event north of the M25.

We had an interactive area where brand and agency advertisers could drop in and meet the IgnitionOne team. We showcased our LiveMarketer technology through giant touch screens. The brand being demonstrated was the IAB UK showing who was on their website in real-time and how engaged they were with the IAB UK on the day that they released their Ad Spend Report 2013.

IAB UK Digital Britain

IAB UK Digital Britain

The IgnitionOne racers from IAB Engage 2013 also made an appearance with Matt Coughlan from The Auto Network taking home an XboxOne for having the fastest time of 2:05:41 around the track during the day.

IAB UK Digital Britain
Racer 1 over

 

 

IAB UK Digital Britain
The racers are off and running

 

IAB UK Digital Britain
The Top 5 Times

 

Nancy Furber from UNICEF UK spoke with IgnitionOne’s business director, Stewart Holt, on the challenges of integrated marketing campaigns. UNICEF UK ran an integrated marketing campaign in the lead up to Christmas 2013 with IgnitionOne running the majority of the digital activity for the campaign. Nancy spoke about what challenges UNICEF UK as a business had with delivering the campaign but also the benefits they’d seen by integrating their digital spend – an ROI of 3.9 over the course of the campaign.

IAB UK Digital Britain
Nancy discusses UNICEF UK’s integrated marketing campaign
IAB UK Digital Britain
Stewart explains IgnitionOne Targeting

All in all, it was a fantastic day and we’re looking forward to being part of the Northern Digital Scene for a while to come.

A copy of our presentation from the day is below but if have any questions don’t hesitate to send us an email at info@ignitionone.com

IgnitionOne Introduces Self-Service Marketing Automation to Drive Conversions of Prospects and Customers

Today, IgnitionOne announced a new self-service tool to its Marketing Automation offering, giving marketers the opportunity to create their own campaigns to drive dynamically interactive messages to consumers on various pages of their website.

Marketing automation uses insights from the behavior of users on a marketer’s website in order to make informed decisions about when and where to interact with future visitors. With this information, marketers are able to bridge the gap between “known” customers and “anonymous” potential customers by delivering messages to the more than 90% of customers who have not yet self-identified. By leveraging IgnitionOne’s proprietary User Engagement Score, the Marketing Automation tool can intelligently present promotions, forms, coupons and other messages dynamically tailored specifically for that user. It can be integrated with CRM and DMP solutions to show a clear and efficient path to conversion, connecting the dots and turning ‘anonymous’ to ‘known’ customers.

Key Features:

  • Simple Self-Service Interface: A powerful tool to create hyper-personalized on-site campaigns quickly with:
    • Custom templates and skins
    • Campaign cloning functionality
    • Image library and form builder
    • Campaign management
      • Segmenting and targeting rules that leverage interest profiles and Engagement Scores
      • Scheduling to automatically begin and end campaigns
      • Workflow features allowing for preview and testing as well as change review queues
  • Real-time user profiles: By accurately mapping a marketer’s site to allocate users to multi-layered marketing segments, the Marketing Automation tool connects product categories as part of our User Engagement Score algorithm to provide marketers with a detailed interest profile of each user. Together with the score, this accurate profile information can be used to hyper-target users and personalize marketing messages and site content.
  • Mobile friendly UI: With an interface fully compatible with mobile devices and tablets, marketers can create and edit campaigns on the go with access to all PC based functionality

“What we are introducing to the market is Marketing Automation 2.0,” said Will Margiloff, CEO of IgnitionOne. “IgnitionOne is changing the landscape and definition of Marketing Automation by focusing on potential customers who have not yet raised their hand and automatically delivering the messages that will drive that ‘anonymous’ person today to become a customer tomorrow.”