Category Archives: News and Views

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.

 

Ditch the Raincoat and Tent! Join IgnitionOne in the UK for a Festival with a Twist …

I’ve been to a festival or two in my time and each of them had their own unique twist, whether it’s the music, the crowd, the venue or the atmosphere. Next month the IgnitionOne team will be set to take centre stage at a very unique type of festival, one which is equally mind blowing and a lot less muddy than Glastonbury!

For two days in the Tobacco Dock, East London, the Festival of Marketing will dazzle thousands of marketing moguls with fresh ideas, disruptive new thinking plus smarter ways for them to connect with their brand fans and groupies.

Festival of Marketing is a joint project between the marketing minds behind Econsultancy and Marketing Week. They certainly have pulled out all the stops to give attendees an action packed few days out of the office. Where else would you find CMOs from leading brands, Lord Alan Sugar, Monica Lewinsky, Astronaut Chris Hadfield and the IgnitionOne UK team all under one roof?

Connect with IgnitionOne at the Festival of Marketing:

VISIT US
Visit the team at our booth at North Bandstand 31

HEAR FROM US
Hear Dominic Gramatte, UK Business Director, talk about simplifying personalisation

WIN WITH US
Enter our competition to win an Apple Watch or a pair of Beats by Dre, simply visit our stand to for a chance to win some shiny new tech

GET DISCOUNT FROM US
Not got a ticket yet? Fear not; get 50% off your ticket by entering ‘IgnitionOne’ when buying your Festival of Marketing pass

Want to find out more about IgnitionOne? Book a meeting with the team, simply email info@ignitionone.com or get live updates from the Festival by following @IgnitionOne on Twitter.

IgnitionOne’s Q3 2015 Report: Facebook Clobbers Google in Display Growth, Yahoo Gemini Brings Big Changes

IgnitionOne’s latest report for Q3 2015 reveals trends in digital advertising metrics, marking the fourth straight quarter of growth in paid search spend in the U.S. Facebook, meanwhile, continues to outpace Google in display growth.

Key findings in the report include:

  • Search spend growth continues – U.S. paid search spend grew 12% YoY in Q3, with click-through rate (CTR) and cost-per-click (CPC) increases pointing to more expensive but efficient ads. Sophistication in mobile advertising may be a driving factor in the spend increase.
  • Mobile search sees slower growth – Shifts in user behavior from tablets/desktop to mobile phones continued to lead to an increase in mobile search spend of 56% YoY. Tablets, similar to desktops, were relatively flat. This is due to the similar ways they’re now managed by users, as well as increased sophistication and interest in mobile traffic. This resulted in 64% of mobile spend share devoted to phones and 36% share going to tablets.
  • Yahoo Gemini brings change – The addition to the marketplace of Yahoo Gemini gives Yahoo the ability sell its own Mobile and Native ads into its own search results while giving it more control. This has implications to the data tracked in this report and tactics for marketers as it increases fragmentation and bifurcation in the market.
  • Facebook outpaces Google as ad costs rise – Facebook continues to grow in spend, up 40% while Google display spend dropped 19%. The cost of Facebook ads also continued to climb, with eCPMs up 33% compared to last year.
  • Programmatic display indicates shift to remarketing – When looking at display tactics in Q3, we see a slight shift toward remarketing ads (targeting ads to users who have visited a site before) when compared to last quarter, coming in at 53% of spend. This is a brief stabilization and a 50:50 mix of remarketing versus prospecting (look-a-like, contextual, custom targeting and reach).

This is the longest continuously running quarterly report on digital marketing trends and is the latest in a series from IgnitionOne, reviewing trends across the online advertising landscape.

Download the full report

IgnitionOne Nominated for Best Technology

We are thrilled to announce that IgnitionOne’s Digital Marketing Suite has been shortlisted in the UK IPA Media Owner Awards for Best Technology.

This award in particular recognises the most innovative and effective new or significant development of online technology from media owners.

 Launched in April 2011, the IPA online Media Owner Awards (MOA) are designed to showcase best practice in levels of service that online media owners provide to agencies and brands, with the aim of raising digital standards.

Stay tuned to our social media accounts on November 17th for a glimpse of the UK team in their party wear.  Fingers crossed we’ll have some silverware to take home too!

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.

 

IgnitionOne Introduces the Ultimate Digital Marketing Dictionary

It could be argued that the digital marketing industry has about as much jargon as NASA – and even more acronyms. In a world focused entirely on communication, our own communication can be confusing to say the least. That’s why IgnitionOne has created the Ultimate Digital Marketing Dictionary.

Webster’s Dictionary of the English language contains roughly 500,000 words, with new ones added every year to reflect the changing nature of our speech. The same is true – admittedly to a slightly lesser extent – with marketing. Our industry has changed rapidly over the past decade with the rise of digital marketing and mobile-first strategy, as well as the instant communication allowed by social media. The internet has a whopping 3.17 billion users*, and with the digital world comes an entirely new set of terms and acronyms that change almost as often as they appear.

The upshot? Our language is changing fast, and it’s important to stay up to date on what means what. So wheter you’re working to streamline team communications or talking with clients and vendors (or just trying to explain your job to an outsider), the Ultimate Digital Marketing Dictionary has you covered.

Register here for your free copy!

 *Source: statistica.com

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!

IgnitionOne Highlighted in 451 Report: “Cohesion May Be Tough to Match”

IgnitionOne is the recent topic of a positive report from 451 Research, an independent group that focuses on IT innovation in emerging technology segments. The report explores the capabilities of the IgnitionOne DMS offering as well as an analyst’s view of the company’s potential and value. The independent research was not sponsored in any way by IgnitionOne prior to its release.

 The report notes that in a crowded marketplace, IgnitionOne stands out by its ability to blend benefits from both the marketing and advertising sides of the coin.

 “In its audience management platform,” the report states, “IgnitionOne seems to have found a way to link the disparate components of marketing and advertising software with a cohesion that may be tough to match.”

 Download a copy of the report to read more.