All posts by IgnitionOne

Register Now for the IgnitionOne October Quick Wins Webinar – Score to Win: Achieving Insight-Driven Relevance Across the Buyer Journey

Are you connecting with your customers as effectively as possible at every point in their journey? As marketers, we strive to be all thing to all customers. But without the right data about our audiences, even the best efforts can fall short of an impact.  So how do you know if you’re hitting the mark? That’s where one little number can make all the difference. That number is a consumer’s engagement score.

Join IgnitionOne SVP of Strategic Services Katrina Conn on Wednesday, October 28th for the October Quick Wins webinar Score to Win: Achieving Insight-Driven Relevance Across the Buyer Journey, which will offer  an in-depth look at how engagement scoring works and how it can be used to achieve greater relevance throughout the buyer’s journey.

Every customer has their own engagement score based on the level and frequency of activity they have with your products and services. From mentions on Facebook to time spent on your website to products purchased (or almost purchased), an engagement score allows you to better understand your audience on an individual level. And that leads to more effective marketing tactics.

This exclusive Quick Wins webinar will deliver further insights on:

  • The use of engagement scoring to inform content and context management
  • The role of engagement scoring in both varied and linear consumer journeys
  • Examples of real world case studies and results
  • Working predictively versus responsively

And more!

Register today for this free webinar.

 

New Independent Research Shows Marketers Fall Short in Solving the Cross-Channel Puzzle

IgnitionOne recently commissioned a new study released today by Forrester Consulting entitled “Orchestrating The Cross-Channel Experience: How Changes To Data And Measurement Foster Cross-Channel Success”. The study details the current state of marketing data and channel integration among marketers across the US, UK, France and Germany.

“From our experience working with marketers in all types of industries, we have learned the importance that cross-channel initiatives and data collection plays in maximizing the customer experience as well as the effectiveness of each marketing interaction,” said Will Margiloff, CEO of IgnitionOne. “Forrester’s research confirms this, also providing a roadmap for marketers to succeed.”

The study uncovers valuable insights from over 190 online surveys and six in-depth interviews with cross-channel B2C marketers. Insights include:

  • Only 27% of marketers have unified their measurement capabilities to understand the holistic experience across channels and devices
  • The majority of firms operate remain channel-driven and siloed – 67% of firms report that employees do not understand how their tasks tie into larger cross-channel goals
  • Less than 30% are using cookies to track customers across touch points

Download the study to learn more.

 

Around the Office: It’s Football Season!

Football season is officially underway, and our Akron office got into the spirit of the game today with a tailgate party! Homemade barbeque, dip, desserts and more kept everyone pumped up for the first Cleveland Browns home game this Sunday.

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Go team!

Case Study: Toyota Uses Engagement Scoring to Boost Facebook Custom Audiences Conversions by 95%

On any given day, a customer visits a website and browses around but does not convert. This opens the opportunity to remarket to that individual on social media using Facebook custom audiences, allowing for consistent reach even across mobile.

The IgnitionOne team recently worked with the marketing team at Toyota to test the performance of a “standard” custom audience against an IgnitionOne-powered custom audience. Toyota historically enjoyed some success with retargeting across Facebook, but were open to the exploration of even stronger results – and with IgnitionOne, the results spoke for themselves.

Download the case study to learn more about the Toyota challenge and IgnitionOne’s solution.

iOS Ad Blocking: Where It Is and Where It’s Going

Keith PetriBy Keith Petri
VP, Strategic Partnerships 

 

The old-aged saying holds true: “If You’re Not Paying for It; You’re the Product.” Unfortunately the general public often forgets this and in today’s digital age internet and mobile users have grown accustom to free content and apps. Publishers have significant overhead to either staff a news room and/or develop these engaging experiences – and to keep the lights on and retain their employees they must generate revenue – more specifically, ad revenue.

With over 144m active adblock users globally – nearly 70% growth y/y reported in June 2014 – adoption has scaled significantly thanks to the increased availability and ease of installation. A significant portion of the growth in 2014 was due to Google Chrome, which led adoption during the same period by almost doubling in use (source: http://blog.pagefair.com/2014/adblocking-report/).

With Facebook recently announcing Instant Articles and Apple following suit with curated content through Apple News and rumors of iOS v9 enabling adblockers by default in safari, digital publishers who have already adjusted from the massive shift from traditional print media are again pinned to creatively generate enough revenue to remain in the black. The move is strategic by the large walled gardens enforcing them, as ad units and revenue can still be generated within their own ad networks. Unfortunately, the publisher is left to fend for themselves and determine how to produce enough high quality content to drive direct visits to their own app on iOS or wholly owned website on Android – where revenue gleaned from ad units goes directly into their pockets.

Meanwhile, Google is hard at work with Twitter to create a new kind of web link and storage system that would allow articles and digital stories to load in a matter of milliseconds, attempting to remain top-of-mind with publishers who may be tempted by the proprietary platforms being rolled out by Facebook and Apple.

While Apple & Facebook are offering consumers a more streamlined, consistent, and stable browsing experience, they are minimizing the importance of publishers to the continued success of their ecosystems. Without content there is no reason to engage in either platform – and content can only be produced when we pay talented writers and editors to work.

Register for the IgnitionOne September Quick Wins Webinar: The Audience-Powered Breakthrough: Using Search to Optimize Results

On Wednesday, September 30th, IgnitionOne will host an exclusive webinar that highlights how a refined, audience-powered search strategy can help deliver your best results yet.

Join us for the Quick Wins webinar The Audience-Powered Breakthrough: Using Search to Optimize Results featuring Dave Ragals, Global Managing Director of Search at IgnitionOne, Rob Lenderman, COO + Co-founder at Boost Media, and Josh Mallamud, Senior Vice President of Corporate Development & Strategic Partnerships at DialogTech.

You’ll gain insights on:

  • How to appropriately leverage data in audience creation
  • The power of focusing on refined audiences versus general targeting
  • Creating targeted messaging strategies to engage with a specific audience
  • Implementing a testing framework to measure success
  • The role phone calls play in SEM and how to personalize the caller experience to drive revenue
  • How to attribute and analyze phone calls from search to optimize marketing performance and ROI

Don’t miss out – register now!

Defining Data Management

Contradicting descriptions and claims regarding marketing technologies have caused some real headaches for buyers. Lack of clear understanding of terms and capabilities result in wasted time, wasted budget, departmental dysfunction and overall frustration for marketers who simply want to use their data to better engage their prospects and customers.

In a recent blog post by Roger Barnette, President of IgnitionOne, he describes important definitions to understand the different types of DMPs and platforms within the marketplace. The full post, which can be accessed here, includes the breakdown of the Basic DMP, Media DMP, CRM DMP, Hub/True DMP and DMS.

In fact, IgnitionOne will be hosting a live webinar on April 2 to empower you and your team with everything you need to know about a Data Management Platform. Tune in to find out how you can banish mixed marketing messages to your customers and how a DMP can fuel one-to-one digital experiences across all channels.

Get Your Complimentary Copy of the Gartner Magic Quadrant for Digital Marketing Hubs

Recently IgnitionOne was positioned in the Visionaries Quadrant of Digital Marketing Hubs by Gartner. The Magic Quadrant evaluation was based on completeness of vision and ability to execute. This report is an evaluation of technologies designed to help CMOs and digital marketing leaders who face increasing pressure for results under an increasingly fragmented environment. This is driving the need for a common, comprehensive pool of profile data, analytics and workflow resources, served by a digital marketing hub, as the report details.

“We are proud to be positioned in the Visionaries Quadrant of Digital Marketing Hubs by Gartner and consider it a confirmation of the Digital Marketing Suite’s (DMS) role in simplifying the lives of marketers and driving improved results through a centralized marketing cloud that integrates data management and channel execution into a single platform,” said Will Margiloff, CEO of IgnitionOne. “We believe IgnitionOne’s placement in the Visionaries Quadrant furthest along the completeness of vision axis validates our long-held belief that adtech and martech should integrate into a single stack.”

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We are excited to be able to provide you with a courtesy copy of your report by clicking here.

 

This graphic was published by Gartner, Inc. as part of a larger research document and should be evaluated in the context of the entire document. The Gartner document is available upon request from IgnitionOne.

Gartner does not endorse any vendor, product or service depicted in its research publications, and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s research organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

 

Top 5 Blog Posts in 2014

It’s been a great year for IgnitionOne! With our recent placement as a “Visionary” in the Magic Quadrant For Digital Marketing Hubs by Gartner, two acquisitions this year (Human Demand and Knotice), and the recent launch of DMS 3.0, we are proud to say it’s been an exciting year filled with many great memories.

Here are our top five most read blog posts in 2014:

1. IgnitionOne Announces $20 Million Series B Funding Led by SoftBank Capital

2. IgnitionOne launches Fantasy Football league for World Cup

3. IgnitionOne Earns Gold and Bronze at Golden Bridge Business Awards

4. IgnitionOne Introduces Self-Service Marketing Automation to Drive Conversations of Prospects and Customers

5. IgnitionOne Q4 Report – PLAs Take Center Stage

Whether you are a client, employee, or avid read of our blog, thank you for being part of our journey! We look forward to what 2015 has in store!

Explosive Growth in Mobile Drives Holiday Weekend Digital Spend Increase

Today we released a mid-quarter report highlighting another strong Thanksgiving weekend for digital marketing. Mobile devices represented a growth area for retail marketing, with huge increases in search spending for smartphones.

Digital marketing figures are released quarterly by IgnitionOne, as we manage more than $1.5 billion in online advertising.

Key findings in the report:

  • Mobile phones dominate US Search: Mobile continues to empower consumer engagement. Not surprisingly, mobile phones saw the largest growth among device types (including tablets) at 184% YoY.
  • Sleepy Saturday wakes up to much higher paid search activity: Last year Saturday was the only day to show negative YoY growth (-7%); however, this year reveals a much different story. While Black Friday had strong YoY growth at 77%, the retail momentum continued into Saturday, with 50% YoY growth overall.
  • Desktop search impressions drop: US paid search impressions for desktop dropped 16.2% YoY during the Thanksgiving weekend and into Cyber Monday. It may be due to a shift in shopping patterns with more people out earlier as well as the continued trend of advertisers pulling out of the Google partner network.
  • Cyber Monday growth stalls except on Mobile: Cyber Monday saw relatively low growth with respect to last year (36% compared to 60%) with the exception of mobile devices which saw 272% growth YoY.
  • Programmatic Display Grows in Spend and Effectiveness: US retail spend in programmatic display increased 43% YoY along with conversions which were up 58% as advertisers delivered fewer, more targeted and effective ads.

“Mobile devices are changing behaviors of consumers across the board and extending the promotional power of the holiday weekend,” said Roger Barnette, President of IgnitionOne. “The strong results this past weekend show the savviness of marketers to reach consumers where they are and leverage the entire weekend to drive sales through digital marketing.”

This report is the latest in a series of reports from IgnitionOne, reviewing trends across the online advertising landscape. This and previous quarterly reports can be downloaded at http://www.ignitionone.com/thought-leadership/.