Category Archives: Email

Introducing the Big Book of Digital Marketing

IgnitionOne and Netmining proudly present the Big Book of Digital Marketing. This all-inclusive resource provides marketers with an overview of the latest trends and fundamental changes in the marketing landscape, a compilation of articles and thought leadership from recent months. Use it as a roadmap to marketing success in 2015. This gorgeous guide is now available as a free download here: www.digitalmarketingsuite.com/big-book/.

Get fresh insights on topics including:

  • Understanding Ad Tech
  • Mastering Programmatic/RTB
  • Using a DMP with Cross-Device Customer Data
  • Navigating in the Marketing Landscape
  • Best Practices for 2015

This hefty edition is loaded with information designed to help digital marketers and agency rock stars stay on top of their game. Download your complimentary copy now.

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The 12 Days of Online Christmas Shopping

This has been my first working Christmas. There’s no more time to go and buy Christmas presents at a quiet moment and facing the immense crowds of Christmas shoppers on the weekend, standing hours at cash registers, is not something I have patience for. Therefore I have truly experienced the joys of online Christmas shopping this year. Here’s a small excerpt of the successes and failures of online retargeting that I noticed during my shopping experience.

Day 1: I look for a dress for the upcoming festivities. After shopping around a bit, I see one that I like but want to take some time to think about it.

Day 2: I get bombarded with ‘pink dresses’ on every online advert from one particular store.

Day 3: I get fed up with the adverts, clean out my cookies and buy a black dress from a different shop.

Day 4: I search for a pair of ski gloves for my holiday in the Alps, but don’t find anything I like.

Day 5:  I get flooded with more adverts for gloves and dresses… and much to my frustration accidentally click on one of them, which only makes it worse.

Day 6: I’m so sick of seeing these ads that I tweet how much I’m fed up with this shop on Twitter. A lot of people have the same experience and agree!

Day 7: I realize that I still need to buy a present for my brother so I’m on the look out.

Day 8: I see good review from a friend on Facebook about gaming headphones: perfect for my brother! So I do a quick, superficial research on the Internet.

Day 9: I do a little more research on the product and its functionalities, but also look at and compare other products and stores.

Day 10: I click through an ad served to me and decided to buy the headphones.

Day 11: I receive my package the very next day, I’m happy about the whole experience and tweet about it. I don’t see any other adverts from this store (even though I still see gloves and dresses everywhere).

Day 12: I realize I could also buy a blender for my mum on the same site so I browse around again and order for her too.

Retargeting is really an interesting process.

It was clear to me that the gloves & dresses stores didn’t use a Smart Retargeting method, like IgnitionOne implements for its clients. They just looked at the category/product I had looked at last and didn’t know my real interest. They also just tried to show me their adverts as much as possible in the hope that I would finally click on it.

It was obvious that the headphone store had a different strategy. It knew my true interest, and my click path. By using IgnitionOne’s technology, this website scored my propensity to buy. As my score increased, the technology took into account my ‘undeclared interest’. This means not just showing the last product visited but the one that has the highest score. The algorithm calculated when I had reached my critical buying intention score and served me a targeted advert with a very interesting offer (discount + free shipping) whilst browsing that lowered my purchasing barrier.  The company tracked how my interest was increasing and then calculated the perfect time to show me just one  advert with an interesting offer.

When considering both unique retargeting structures, it is apparent to me why one advertising technique seemed less intrusive than the other, and why I chose one experience, and thus one product, over the other.

Infographic: Holiday Shopping Goes Digital

Digital marketing for retailers has never been more important. IgnitionOne looks at how e-commerce has taken over holiday shopping in a fun infographic. Click through to get the full image:

Learn more about how IgnitionOne can help you with your digital marketing here.

Embed “Holiday Shopping Goes Digital” on Your Site. Copy/Paste the Code Below:

Thanksgiving Day Weekend

  • Grew 16% YoY
  • 226 million consumers visited stores and shopped online, up from 212 million in 2010
  • The average shopper spent $398.62

Black Friday

  • Online sales up 24.3% YoY at $816 million
  • Online and offline sales grew 39.3% YoY at $11.4 billion
  • 17.37% of shoppers visited retailers’ sites
  • 128% increase YoY in paid search, making Black Friday 2011 the most ever spent on paid search
  • Mobile traffic increased to 14.3% in 2011 compared to 5.6% in 2010
  • Shoppers made 9.8% of their online purchases from mobile devices, up from 3.2% in 2010

Cyber Monday

  • Cyber Monday sales up 33% from 2010
  • 10.8% used a mobile device to visit a retailer’s site on Cyber Monday, up from 3.9% in 2010
  • Mobile sales were up, reaching 6.6% on Cyber Monday vs. 2.3% in 2010
  • Social discussions leading up to Cyber Monday increased 115% YoY
  • Cyber Monday 2011 was the heaviest online shopping day in history at $1.25 billion
  • Half of the dollars spent online at U.S. Web sites originated from work computers

Looking toward 2012

  • 16% of consumers will shop on mobile devices this year, up from 13% in 2011
  • Web shoppers who plan to visit stores dropped from 48% to 46%
  • The average consumer who shops online will make 6% of their holiday purchases from a mobile phone, 62% online and 32% in stores

Graphs:

  • Cyber Monday – 2008: $834M; 2009: $887M; 2010: $1.02B; 2011: 1.25B
  • Black Friday total sales – 2008: $41B; 2009: $41.2B; 2010: $45B; 2011: 52.5B

Conversion Optimisation: Your Own Online Sales Associate

I am Chandler Bing to my friends; to a social circle filled with lawyers, teachers, insurance brokers and advertising execs- I simply work with the Internet. Attempts to explain the conversion optimization solutions I sell are met with vacant expressions and polite nods. That was until I cracked it and found a real world comparison to explain exactly what IgnitionOne’s onsite technology does.

Picture this: It is Saturday afternoon and you are out shopping. You enter a suit shop. You were here last week but didn’t really have the time to browse properly. You tentatively walk in and start looking around at all types of suits; grey, brown, black, navy. You decide that you feel that navy is the route you want to take, so you start looking at the cut, price, and size of navy suits. You are not convinced that you really need or can afford a new suit, but you are becoming increasingly interested. Should you try on a suit or walk away and spend your money elsewhere?

During this time, a sales assistant has been monitoring your behaviour – and he is good. He recognises you from your visit last week and notices that you have been in the store for some time. He understands that you like the brand; you wouldn’t be here if you didn’t. He sees that navy suits are clearly your main interest. He notices that you have some reservations though, something is holding you back from taking the next step. He approaches you….”would you like to try on this suit sir….”

15 minutes later you have tried on 3 suits and purchased one.

Now, if the sales assistant had approached you as soon as you entered the shop, it would have been irritating. You didn’t even know what you wanted at that point. You hadn’t been convinced by the brand; you needed time to browse. Had he waited much longer to approach, you would have walked out and not made the purchase. He noticed that you had a real interest in navy suits but also picked up on the fact that you had some reservations. He stepped in to overcome these reservations and made the sale. As a result of his relevant and timely approach, you are delighted with both your purchase and the experience you have had within the shop.

IgnitionOne’s conversion optimization solution is similar to an online sales assistant. By monitoring a website visitor’s behaviour in real-time, an individual interest profile is built. When the technology recognises that the site visitor has reached the purchase tipping point, an interaction is triggered on screen to assist the consumer in converting. This is very simple and very effective. The value of this online sales assistant? Clients using the solution regularly see an increase of over 30% in website conversions. A sales assistant who ignores the consumer’s buying signals in store would ultimately be a failure, yet the majority of marketers are happy for their websites to operate in this passive way.

If you had a retail store, how would you want your sales assistants to work? Your website should be no different.

Want to get in touch with Stewart? Email him at Stewart.Holt@IgnitionOne.com

Media and Conversion Optimization – A Holistic Approach

By Stephan van den Bremer, Managing Director, Europe

The online media world is changing rapidly. Technology is playing an important role here. Homepage take-overs, video pre-rolls, dhtml banners: all examples of technology innovations of the last couple of years seducing marketers to spend more of their media budget. Data has also changed the digital media landscape, where retargeting was a buzzword three years ago, nowadays it is offered by almost everybody. Real-time bidding, which has existed for awhile in paid search, is another innovation that impacted the display media buying, stimulating performance based marketing even more.

With so much media technology available, sometimes it seems like marketers forget that the ROI of media spend largely depends on what happens on the site as well. Recently, we had a discussion with a client who experienced more and more difficulties getting additional traffic to the site below a certain Cost Per Acquisition (CPA). Their logical conclusion was to focus on conversion optimization now and allocate budget accordingly.

This principle is exactly what we learned in school under Gossen’s First Law, named after the German economist Hermann Gossen. Very basically described, it means that every additional euro spent adds less value than the previous one. For example, the first media euro that you spend will bring ten new visitors to your website, where the second euro perhaps will generate nine additional visitors. The hundredth euro may only deliver one extra visitor. That last additional visitor cost 1 euro, whereas the first visitor cost just 0.10 euro. Alternatively, that euro could also have been spent on conversion optimization (optimizing forms, order pages, pro-active engagements, content personalization, etc.).  If, for example, this investment improved the conversion rate from 10% to 11%, that would have been the equivalent of one incremental sale based on 100 visitors. This would result in an ROI that is ten times higher than spending that euro on media.

Of course, for conversion optimization, this principle is valid as well. The ROI of every additional euro will decline as more money is spent. But there is an additional effect: an increase in conversion rate will bring the CPA of media down as well, which perhaps, in turn, makes it viable again to raise media spend.

My point is not to prefer conversion optimization above trafficking, but to take a holistic view as a marketer. Putting media and conversion optimization in silos will lead to a sub-optimal allocation of marketing budget. To start with, there should be one budget, one responsibility and one integrated technology. Each company will discover which starting point works best, whether it is on the media side or conversion side.

Innovation through a Desktop

Encourage, foster & share – those are, in my opinion, the three most important words when it comes to innovation in a company. Being a digital marketing solutions provider, our office is filled with computers, keyboards, monitors, headphones, servers and more! Being so dependent on computers inspired me to look at innovation like a computer.

Browser history

If it weren’t for innovation, IgnitionOne wouldn’t exist. Who would have thought that synchronising media management and optimization, cross-channel attribution and analytics and conversion optimization would create the first ever Digital Marketing Suite (DMS), covering all digital marketing solutions? We did.

Am I overloading my own USB a bit? Of course I am! But there’s good reason for it. Here’s why. First let’s state the obvious: what’s shown to the outside world, what’s on our monitor. IgnitionOne introduced the very first Digital Marketing Suite and are constantly innovating to improve digital marketing returns and efficiency. Another example is IgnitionOne announcing the industry’s first integrated Engagement Optimization solution, offering marketers the ability to optimize ad spend based on behaviours and interests.

So, how on earth do we come up with these things? Where do the ideas come from? How are they tested and worked on to produce a useful solution for our customers? These questions bring us to the chore facets of innovation, the most interesting, opening up the shell of the company and looking at the processor inside.

Encourage, foster and share

A big forté of the company here is our diverse backgrounds. In just 40 employees in Brussels, we have over 12 different nationalities– that is a whole lot of desktop applications, getting the creative juices flowing.  Our office has a very open atmosphere; it’s easy to ask anyone what he or she thinks about a certain topic and you’ll always get an honest answer.  We are even working toward redesigning the office to bring all departments closer to each other, meaning more data will be stored on the RAM instead of ROM and the CPU can create extra bits to work on testing out ideas.

Nurture and encourage growth

We try to increase the number of followers. There is a fun spirit in the office: there is music, some people play ping-pong to relax the mind, people comfortably speak with one another at the lunch table and sometimes it is there that wacky ideas are thought of (our own chef, a hunky masseur for the ladies, or just the idea to have a BBQ together). IgnitionOne creates a comfortable atmosphere that encourages its employees to work hard and produce results.

Share

In the office in Brussels we have monthly “TEDx” sessions. We present new ideas, interesting projects and results from testing, discuss suggestions. This often results in the creation of new ideas. Our TEDx sessions are interdepartmental because we understand that what each of us does has an impact on other’s work. We share the presentations after the sessions for others that are interested too (even internationally) to download, which sometimes spurs new ideas in others, opening new browser tabs.

Better than a computer

Is comparing innovation at IgnitionOne a stretch? Maybe. We avoid the blue screens of death and rebooting our team is as easy as an afternoon coffee. But the important part is the fact that all the components of our system work together like a well built machine to develop and foster new ideas to help our clients achieve their goals.