Last week, the Golden Bridge Awards announced the finalists for their Business Awards. IgnitionOne was shortlisted for the category Innovations in Technology for the LiveMarketer 3.0 platform, alongside 19 other innovators, including Netmining. Winners will be announced on September 8th.
The coveted annual Golden Bridge Awards program with active participation from a broad spectrum of industry voices, encompasses the world’s best in products and services, innovations, public relations and marketing campaigns, and more.
IgnitionOne was also shortlisted in two categories: for the Digital Entrepreneur Awards 2014 for the Most Creative Use of Technology and for Digital Business of the Year.
The Digital Entrepreneur Awards recognize online talent in the digital industry. For nine years, it is the only national award that honors Internet entrepreneurism. The awards are meant to congratulate companies who foster digital advancement. Winners will be announced in October.
IgnitionOne announced an update to the Analytics solution within the Digital Marketing Suite this Thursday. The tool will help marketers improve their workflow and increase reporting speeds. DMS Analytics will add to IgnitionOne’s platform of simplification in the online marketing and advertising industry.
Every successful brand has good storytelling. Where to place the stories is a hard task, in addition to deciding where to spend money. Telling the story on all the platforms they can afford is the ideal situation. “The essence of that story should be a point of difference that is effectively dramatised.” This article notes that it is where (read: digital channels) the stories are told that is critical.
Paid search continues to dominate the digital advertising world. The National Retail Federation and Forrester Research Inc. released a report that showed that 76% of e-retailers said the paid search drove up more sales than the year before. 99% of the respondents said that they allocated some of their budget to some sort of PPC advertisements. However, display was also a factor in many companies marketing strategies. 77% of respondents said they spent more on display this year than they did last year. It is exciting to see the growth of digital marketing and how greatly it has changed the marketing world.
Mobile advertising took off for Facebook, so much that it increased their revenue up 61% since last year. That is $2.91 billion, where active mobile users grew 40%. The mobile industry has continued to make Facebook boom, as it holds the second highest spot after Google in mobile ad earnings. It is evident that Facebook holds itself high on the pedestil for gaining ad performance.
Mobile ad spend is predicted to gain a much higher outcome and get more money from advertisers than ever before. The article claims that the spending on smartphones and tablets combined will reach 83% and $18 billion in 2014. On the contrast, Newspapers will generate $17 billion, bringing radio at $15.5 billion. industry experts are advocating for marketers to gear their ads towards the mobile world, and focus less on print sources. “As the measurement tools develop, industry experts say marketers will become increasingly comfortable with shifting more money to mobile.”
The number of smartphone users is expected to reach 1.75 billion by the end of 2014. There have been some key trends in mobile marketing that came along with this increase of smartphone users. A few key trends have been geo-targeting, the use of micro-content, emails shifting towards mobile first and personalisation of mobile. Sooner, rather than later, mobile will be the number one platform on which companies advertise on.
When going through a digital transformaiton, 54% of companies believe it is up to the Cheif Marketing Officer to get the job done efficiently. “The role of marketing is bigger than just awareness and discovery, it’s about the relationship,” said Brian Solis. Companies need to know how to implement their technology in a way that is easy to understand for the marketers.
The programmatic ad market is set to grow from $12 million to $32 million in 2017. Adults in the United States are averaging spending two horus and fifty-one minutes each day on their mobile devices. One challenge that mobile poses is the tracking mechanism, seeing as there is no universal cookie that can be used in the mobile environment.
Today we announced a major enhancement to the Digital Marketing SuiteSM (DMS): Analytics 2.0. The new version of the platform offers a new proprietary “Focus Heat Map” to help marketers quickly discern areas of importance based on performance. The new system also increases the speed of reporting by over 50% and adds significant flexibility of analysis of digital marketing and advertising data that marketers need to track and optimize their efforts. With intuitive visualization features, important trends and data points become instantly actionable.
The offering is foundational for ongoing innovations across IgnitionOne’s analytics solutions from attribution, to media mix modeling, to advanced audience analysis and includes unique differentiated functionality. Key features include:
Focus Heat Map,an algorithmic, color-coded schematic showing areas of needed focus, giving marketers a powerful and straightforward way to improve campaign performance.
Improved workflow with a simplified interface to see all important data in one place and tools built to tackle huge datasets. Users will save hours of data crunching with new reports and features.
Powerful fast reporting with a brand new, charting system delivering data 50% faster. Marketers can also benefit from industry-first insights across attribution models and engagement metrics.
Visualization tools that highlight what data is important to identify successes or determine problem areas through robust at-a-glance reporting tools.
With advertising, it is all about survival of the fittest. Advertisers must adapt to digital marketing or they will get left behind. Digital has surpassed T.V. with the amount of time users spend on it per day. Four aspects of digital advertising that advertisers must utilize are IAB Rising Star Ad Units, Native advertising, Big Data, and Programmatic. With the use of digital, companies can now pinpoint the customers they would like to reach out to.
Despite advances in targeting, Facebook has been revamping algorithms and working toward weeding out irrelevant advertising on individuals’ NewsFeeds in order to make for a more seamless user experience. First, they will need to revamp their technology, which will allow them to understand which advertisements users actually enjoy seeing. Next, advertisers will have to find a way to make it seem like users are not getting ads only for selling purposes.
Users are now more demanding than ever before. They want the information, and they want it as fast as possible. “We’ve found one of the biggest barriers to delivering an integrated digital customer strategy has less to do with the technologies deployed, and more with aligning executives and employees around a single, shared vision.” The article states that the best relationship to have is between the CMO and the CIO, due to the significant amounts of technology marketing is spending in their expenses. In order for marketers to produce the best results for excellence, they need the best possible technology from IT.
Yahoo! Mobile and video platform took off in ad revenue this quarter, and it only looks like it will get better in the future. “During the quarter, search ad revenues (ex-TAC) grew by 6% year over year to $428 million.” What was disapointing was the display ad revenue, which declined 7% in the past year. Mobile growth is continuing to grow, as the user base will consume much more content across Yahoo’s website. On the video side, the company has intesified its efforts to enter the online video space.
Romania has officially made it on the top ten in European online digital ad spend. The article states, “online advertising grew by 11.9 percent to a market value of EUR 27.3 billion in 2013.” Other top countries were Italy, Russia, Turkey, Slovakia, the UK, Hungary, Austria, Norway, and Serbia. These country’s online advertising grew incredibly in 2013 across all platforms.
Why embracing the concept of centralized integrated marketing technology is where the industry is heading
The marketing industry is currently surfing on a big wave of digital marketing suites/hubs/clouds for marketers. SalesForce, Oracle, IgnitionOne and recently SAP are investing heavily is technology to create a suite of solutions for marketers.
Some might question why integrating into a single platform makes sense. But when it comes down to it, finding major advantages of using a digital marketing suite in your company is easy. Here are just a few reasons to start:
1. Message outside the box
Marketers want to be “engagement method agnostic”. This means using the right message at the right time for the right audience using the right tool. The last thing marketers want is to be forced, or pushed, to use the wrong technology – say chat because they bought a tool that can do only chat. Or use email retargeting when display retargeting would bring more revenue. There are many ways to create this flexibility but for sure having an integrated hub with different capabilities is the most logical one and is most likely to result in a consistent, unified message.
2. The API myth
An open system with easy to use APIs to connect other platforms is mandatory for today’s marketer. The CRM database of the past 10 years is becoming a Digital Data Hub with links and connectors to other data management platforms. But this doesn’t mean that a strong point solution with a myriad of API’s to other point solutions is the way to go. Everyone who played sports knows that a good team is more the sum of strong individuals. A strong point solution is often a one trick pony, lacking the unified view and process methodologies that a suite can offer.
3. Calculate inside the box
Building with real-time predictive scores and profiles around individuals is best done by having access to the granular user-level data. If the input you receive to feed algorithms is coming from other boxes, it’s often manipulated in one way or another, especially when that other box is a so-called black box.
4. The easy button
As digital marketers we get a lot of technology. But the never-ending stream of new technology can be a challenge if it is not used in a proper way. We see too often clients trying to wrap their brains around a “piping” diagram connecting all technology providers – mainly point solutions – and asking questions like: Where is the overlap? Where is my return? What is my best practice? As a technology company one of our main objectives is to make the live of marketers easier, so they can be focused more on what they consider as important. We call it internally (with apologies to Staples), the “easy button”. This easy button is a combination of methodologies, technology, media mix reporting, support by multi skilled people and best practices – all cross silo and embedded in a suite – that will help our clients to achieve their marketing goals.
5. A digital story-telling platform
Marketers dream about their product and brand. They want to create awareness, engage and convert. Basically they want to tell a digital story and they look for technologies that can and will help them in doing this. But having technology is not a goal as such. Telling a true digital story that supports your customer through his digital life cycle, from awareness to conversion and hopping from silo to silo, requires not a point solution but a suite.
It’s not up to me to say what the future will bring for digital marketers. But I can say where I believe in and where our company stands for. We believe heavily in things like breaking down the media silo’s, cross channel attribution, cookie-less tracking, data management platforms, the Internet of things and digital story telling. They all embrace the concept of a holistic approach, looking over the fence of a point solution into a suite of possibilities.
The entertainment and media industry in Australia is expecting a growth of $40 billion by 2018. This includes consumer and educational books, consumer magazines, filmed entertainment, free-to-air television, interactive games, the internet, music, newspapers, out-of-home advertising, radio and subscription television. “Australia has the world’s highest rate of mobile broadband subscriptions per head.” Amongst this, the article reports that streaming online is at a height.
Moving to mobile is the new trend that Facebook and Twitter have noticed growing. Brands are also taking notice to this and working their way to target consumers in a new way. The article states that consumers are most likely to be on their mobile devices. “Do Facebook and Twitter need brand dollars to shift to app-install ads, or can they keep riding the Candy Crushes of the world to fuel their growth?” Facebook and Twitter are nervous about how things are unfolding due to the demand in ap-install ads driving high revenue.
More than ever before, individuals are using mobile. According to the article, users are spending 65% more time on mobile devices. The article also shows graph charts displaying how much mobile apps are used per month and the time per month they are used. An interesting fact about this is that the age that spends the most time per month on mobile apps are from 18 to 24-year-olds (approximately 37 hours per person). However those between the ages of 25 and 44 years old are accessing the greatest number of apps (29.5).
According to the article, the rate of global advertising growth will more than double this year. The two obvious factors that will increase the global advertising spend are the world cup and winter olympics. However, the increase in digital and mobile advertising also has a big impact. eMarketer forecasts the global advertising spend will reach $545.4 billion this year. Digital ad spending is projected to go up 16.7% as well.
The digital advertising market is evolving at an exponential rate. The three areas that have experienced significant growth are mobile, video, and programmatic. According to the article, “Mobile is the fastest-growing ad medium, and will see 43% annual growth between 2013 and 2018.” Companies that have invested in programmatic ad buying technology have also shown great success. It is without a doubt that these three types of digital advertising will be the future of online marketing.
I am best known in my group of friends for having the travel bug. My desire to work abroad started last summer with living and working in Tel Aviv, Israel. As incredible as the experience was for me, this summer, I wanted to work in a particular field that I believed was one that could be my future career. Upon attaining a position as a Marketing Intern at IgnitionOne, the idea was to get me overseas again to create another international experience. This time, I hoped to go to the brilliant and witty city of London. After receiving a large scholarship that would fund my internship in London, I immediately bought my plane ticket, booked my housing, and budgeted for my food and other personal expenses. It was truly a dream come true. I could not have asked for a better opportunity to get me into the world of international business. I spent two weeks living at home and working at IgnitionOne’s New York City headquarters, receiving training from the Marketing Director, Joseph LaSala, and learning about the product. I then took what I call a “short (six hour) flight” to the UK (I have only ever done eleven hours to Israel).
I arrived on a Sunday and started my first day at the London office on Monday. I had never experienced jet lag as bad as I did my first week here. The office was consumed by large country flags from around the world hung up against the windows. Vibrant music was playing in the background and employees were laughing over their cups of tea. The atmosphere was relaxed and I felt very comfortable as I got accustomed. It is a much smaller office than in NYC, but quite pleasant. I was introduced to each of the company’s divisions through multiple meetings. The company thrilled me. I was learning so much about IgnitionOne and all that their platform offers in the digital marketing world. In addition, the people in the office are probably the most wonderful employees I have ever worked with. The work culture is very different in the UK compared to the US, enhanced with a European attitude and casualness. There is so much enthusiasm in the work they do, but a seriousness of getting it all done properly. The London office is smaller than New York’s, which had two terraces that overlook beautiful Manhattan. There were so many people in the New York office that it was hard to get to know everyone in the short two weeks that I was there, but after the first week of my internship in the UK, I already knew everyone’s name. The smaller amount of people make for a more intimate working environment, which is very refreshing.
Overall, the London office has an extremely strong work ethic. Although everyone is very serious about the work they do, they also know how to stay engaged, laughing in their discussions, getting upset about England’s results in the World Cup, and continuously changing the playlist of music in the office to keep things interesting. It is the atmosphere which I have grown so fond of, finding myself able to work much more efficiently. The hours in the day go by and the work happily gets done.
As I adapt to the culture of London, I am finding there are things I will never master, such as the Tube. Talking to people who have lived here all their life, they are still not accustomed to how packed, hot, and crazy the underground system is. I am also still getting used to everything being packaged in plastic bags (including fruit), the eccentric pub life, and the wonderful accents. A couple of the phrases the English use have been quite confusing, but nothing I see myself getting too hung up on during my time here.
For now, I will say my experience so far has been bloody wonderful! Cheers!
IgnitionOne just released its highly anticipated Quarterly Report. IgnitionOne’s quarterly report is the longest continuously running quarterly report on Digital Marketing trends. IgnitionOne had some extremely interesting key findings in their report. Search advertising spend is up 9% since last year. Google regained engine market share increasing their share to 79%. On the basis of the report, Roger Barnette says, “our clients closely track ROI and will follow results when deciding where to spend their next dollar.”
Just in case anyone had doubts, mobile commerce is here to stay. New research conducted by Australian Communications and Media Authority shows that mobile commerce has grown by 448% since 2010. As a matter of fact, the report shows that Australian consumers would rather shop from their mobile device. This growth of mobile commerce can be attributed to the increased ownership of smartphones worldwide. Smartphone ownership has increased 8% since May 2013. Mobile commerce is still growing and show no signs of slowing down.
Facebook has once again changed the way they track their customers. Facebook has now decided to track what users do outside of their site. This can be viewed as a huge breach in the users privacy. However, facebook claims they are doing this in order to provide more relevant advertisements to their users. Jeff Chester, executive director of the Center for Digital Democracy, explains that “Facebook is going to use multiple ways to track their users and sell them to their advertisers.”
The infographics in the article show the future of digital marketing and the trends of the industry over the past years. According to the article, “within the next 5 years, digital will account for 75% of the Marketing budget.” Email and mobile both have grown greatly in channel effectiveness since 2012. Many executives say the biggest problem with switching to digital, is “managing the change.” However, it has been proven that digital is effective, so managing the change should be worth it.
Which social media platform are advertisers spending most of their time and money on for the future? The answer is Twitter. The largest goal for marketers, when polled, was bringing “awareness and sentiment” for their brands. Facebook was by far the most dominant social media platform, where 83%, up from 70% of advertisers are now paying for ads on Facebook. However, for a future outlook, advertisers are looking at Twitter as their favored way of promotion. Youtube came behind Twitter and Facebook, falling fourth as the best ad platform for ROI.
Twitter is now growing to expand its mobile app promotion ads worldwide. The ads ultimately redirect users to download new apps or open their existing apps already downloaded on their smartphone. There is no doubt that Twitter has incredible targeting capabilities. Twitter also offers conversion tracking capabilities for its advertisers, allowing marketers to measure the impact of their campaigns. According to BIA/Kelsey, most of the credit for the success goes to Facebook’s News Feed ads and Twitter’s Promoted Tweets.
9% more was spent by U.S. Marketers this year in paid-search ads. Mobile and tablet devices made up for 27% of total search spend. Running campaigns on smartphones alone rose 173%. The article mentions IgnitionOne’s study on the move away from advertising on search partner sites. “The difference in efficiency on Google is likely due to how quality score is calculated separately for their partner sites,” per the study.
IgnitionOne is mentioned on its Q2 2014 marketing report, contributing to large improvements in innovation in paid search technology. The article also mentions different growth engines, such as Google and Facebook’s remarketing platform, Facebook Exchange. It takes note on how much mobile and tablet devices are growing in the market. Smartphone spending amazingly grew by 173%.
One thing that has not changed is our commitment to our vision of simplifying marketers’ lives. We do this by bringing together to fragmented digital marketing landscape together into a single solution – creating improved results overall.
We want to express this drive to simplicity at every opportunity, including our logo and our brand. With that in mind, we have simplified our brand look a bit and added a tagline that gets right to the point.
Marketing Technology. Simplified.
That is what we pledge and what we offer.
We will be rolling this simplified logo across all of our materials and sites and we’d love to hear what you think!