Category Archives: News and Views

Secret Escapes Chooses IgnitionOne for Digital Media Attribution

A popular luxury hotels and holidays site has become the latest to join an increasing trend of businesses bringing all digital marketing channels under one roof in order to analyse cross-channel attribution.

LONDON – June 18, 2012 – Secretescapes.com, the UK based members-only luxury travel company, has recently chosen to work with IgnitionOne, the global leader in digital marketing solutions, in order to manage and optimise all digital marketing channels (search, social and display). The luxury travel website had previously been managing its media spend through a number of fragmented technologies and programs and wanted a more consolidated cross-channel solution.

Secret Escapes is an online travel club offering cut-price rates on four and five-star boutique and luxury hotels and holidays worldwide. Launched at the beginning of 2011, its website now has more than a million members.

“We’ve seen such excitement from customers for our products across so many channels that unpicking it all manually became unfeasible, which is why IgnitionOne’s automated technology appealed. Not only will it ensure customers get the best possible experience onsite by getting the right content at the right time, but we will also be able to analyse overall ROI more efficiently and effectively on one platform“, said Tom Valentine, Founder and Managing Director of Secret Escapes.

“Secret Escapes is one of a growing number of companies choosing to look at the efficiency of their digital marketing across all channels. Our technology and client support enables them to have a fully attributed view of their online advertising; giving them crucial insight into how the different digital channels work together. ” said Ollie Bath, Head of Client Solutions Europe for IgnitionOne.

Bing Broad Match Modifier Update

Bing has introduced a new match type which gives advertisers the ability to tighten up search queries that are matched to an existing broad match keyword. The new match type, Broad Match Modifier (BMM), can be used alongside their existing phrase and exact match terms. This new feature will assist advertisers in finding the right balance between too little and too many impressions and clicks. Responding to this change, marketers should examine their keyword strategy for Bing campaigns.

Key takeaways:

  • BMM can help capture additional relevant search queries not included in your phrase/exact match keyword list
  • Since BMM does not include matches to synonyms or relevant search queries that are not included in keyword lists, marketers should build out separate campaigns or ad groups for BMM keywords while keeping existing Broad Match keyword structures to minimize any loss in traffic until there is enough statistical data to make ROI decisions
  • This feature allows advertisers to have more control over their keywords, and how their ads are being displayed against keywords, which should result in better performance

IgnitionOne recommends that marketers avoid including modified minor words (i.e. +a, +an, +the, +for, +to, +in). Searchers  often omit these words when searching, so attaching a “+” to them can limit traffic. Furthermore, IgnitionOne highly recommends the use of BMM for campaigns with strict ROI goals. This feature allows advertisers to have more control over their keywords, and how their ads are being displayed against keywords, usually resulting in better performance. Lastly, please note that this feature is currently only available in the US and Canada.

IgnitionOne’s June Industry Digest

Every month, we round up some of the most relevant pieces of industry news, as well as our own company highlights, in a single, convenient place. IgnitionOne knows that the digital space moves at a rapid pace, so we aim to provide a selection of news that touches on all of the most important topics to help you fuel your digital marketing decisions.

Company Highlights

Attribution: How Organizational Structures Fit
MediaPost
April 30, 2012

Roger Barnette, President of IgnitionOne, discusses that marketers are being kept from gaining an integrated marketing channel and capitalizing on attribution.

Attribution: IgnitionOne Gives Marketers Another View
MediaPost
April 30, 2012

An in-depth overview of new Digital Marketing Suite functions that allows marketers to compare multiple attribution profiles from the Analytics section of the tool.

The Engagement Yardstick: What Should Marketers Look for From Online Measurement Tools?
The Drum
May 1, 2012

Ollie Bath, Head of Client Solutions for IgnitionOne UK, discusses the benefits of Engagement Optimization in his byline.

Take Attribution for a Test-Drive Using a Secondary Profile
MediaPost
May 10, 2012

Dave Ragals discusses the benefits of attribution and covers examples of areas to test, such as partial credit, exposure sequence/ latency, look-back and weighting.

DataPop Creative Ad Platform Driving 40% Average Increases in Sales for Marketers’ Online Ads
MarketWire
May 10, 2012

IgnitionOne offers praise to DataPop’s creative optimization solution as bringing a unique set of capabilities to our customer base.

Attribution Challenges Business Objectives
Search Engine Watch
May 10, 2012

IgnitionOne is mentioned for having released new DMS features that enable marketers to compare multiple attribution profiles, showing credit attributable to media, such as display, search, video and social ads.

How to Turn Your Inventory Into a Valuable Commodity
MediaPost
May 10, 2012

Makes mention of IgnitionOne’s Q3 2011 Report, noting a supply-and-demand imbalance in digital advertising.

Paid Search: the True All Round Performer
The Drum
May 11, 2012

IgnitionOne is noted for its attribution modeling technologies having a positive influence on search by providing insight into the wider media marketing mix, which also aids in optimizing media spend.

Google’s Motorola Deal Could Up Ad Inventory
MediaPost
May 22, 2012

Roger Barnette, President of IgnitionOne, notes that for marketers and advertisers, the closer integration between platform and device should drive scalable and innovative advertising opportunities.

The American Business Awards Announce Finalists in Marketing Category
American Business Awards
May, 2012

Extended Stay Hotels’ Integrated Online Marketing Campaign, conducted by IgnitionOne, is a finalist for the 2012 Online Marketing Campaign of Year for the American Business Awards.

Industry Insights

Predictions from the First Internet Bust and What They Tell Us about Digital Marketing Now
Fast Company
May, 2012

GM O’Connell looks back on predictions made in 2002 about how the Internet would impact people and brands. He looks back at those predictions and assesses his accuracy.

Mighty Mobile Infographic
Culture Label
May, 2012

An infographic by CultureLabel.com that explores why mobile is a channel that companies, especially ecommerce, must now make an integral part of their business.

New Online Ad Forecast: 12% Growth for 2012
MediaPost
May 1, 2012

Encouraged by the increase in smartphone and tablet usage, advertisers are beginning to embrace all mobile formats. MagnaGlobal anticipates spending on Internet media to grow by 12.2% this year.

Mobile Devices Gain as Shopping Tools
MediaPost
May 3, 2012

A Nieslen study found that 79% of US smartphone and tablet owners have used their devices for shopping related activities. Where mobile devices are preferred to locate a store, tablet owners are more likely to make purchases on their devices.

Is Your Traffic Mix Efficient?
ClickZ
May 4, 2012

Analyzing a website’s traffic mix does not convey much about your marketing efficiency. Rather, a company should consider their visitor mix as a starting point to optimize how to generate traffic, and then the underlying motivation for conversion.

Why CMOs Need to Experiment
DIGIDAY
May 8, 2012

Steven Cook, brand marketer and CMO of live-music firm Fankix.com speaks to Digiday about why the number of Facebook fans doesn’t make the brand, why brands need to experiment, and why the hunt for social media ROI is beside the point.

Shopper Marketing: Mobile Up, Daily Deals Struggling
MediaPost
May 8, 2012

Although digital has fundamentally altered the way people shop, a Forrester study finds that 17 digital tools most used in shopping are struggling to earn their share of spending, such as QR codes and daily deal sites. Dividing the tools into four different tiers, Forrester assesses technologies in their infancy, survival mode, growth phase and those having earned a place in the shopper marketing toolkit.

Marketers Still Baffled, Suspicious of Agency Trading Desks
AdAge
May 9, 2012

Digital media buying platforms are still being faced with skepticism in light of issues associated with them, including transparency, kickbacks and agency self-dealing. However, Forrester Research analyst Joanna O’Connell said they, or something like them, will ultimately become the predominant way that digital and some other media, such as addressable TV, are bought and sold.

Google, Alert: Bing Wants “to Model Every Object on the Planet,” Reinvent Search
Fast Company
May 10, 2012

Bing believes that the approach of ranking and indexing pages is no longer sufficient and has revamped its front end in an effort to make search results more useful for users. Rather than indexing text, Bing is “trying to associate data that exists on the web in all forms with the physical object that spawned it in the first place.”

Online Sales per User Continue to Climb in North America
eMarketer
May 10, 2012

Since 2009, the average amount that US internet users spent annually shopping online has increased $100 per year, and in 2012, GroupM estimates that the average B2C ecommerce spending per user in Canada and the US will break the $1,000 threshold.

Social Media Ad Spending to Reach $9.8 Billion
ClickZ
May 15, 2012

According to BIA/Kelsey’s U.S. Local Media Forecast, social media advertising revenues in the United States will grow from $3.8 billion in 2011 to $9.8 billion in 2016, representing a compound annual growth rate of 21%.

Think Global, Act Global: How Big Brands are Taking Facebook Marketing to the Next Level
Holy Kaw
May 16, 2012

Big brands on Facebook capture a more global audience, as is evidenced by this infographic.

What’s the Biggest Myth About Online Advertising?
DIGIDAY
May 25, 2012

Digiday asked industry leaders what they felt were the biggest myths in online advertising. The results included comments on the worth of banners and clicks, apprehension of new native advertising, and questions about the relationship of digital and traditional media.

Google: Search Activity Rising Following Revamp
Wall Street Journal
May 29, 2012

Google has introduced a new feature that allows people doing web searches to see a big box of information and photos related to the queries, drawing information from sites such as Wikipedia, music and movie catalogues, and more. The semantic search revamp has enticed people to search more.

What Google Phrase and Exact Match Close Variants Means for Marketers

Google is releasing changes to paid search that allow the option to run phrase or exact keywords on closely related terms. Variations of keywords that include singular versus plural, misspellings, acronyms, abbreviations, accents, and the consideration for alternate suffixes can all be found using this new Google element. By using this feature, Google’s matching technology can identify any variation of these keywords and apply them to your search advertising.

In light of this change, marketers will want to examine their keyword strategy for Google campaigns:

  • Advertisers are automatically opted into the new Google feature.  They will be entered into more auctions, and more ads will show for these variants if they do not opt out of using the variants of phrase and exact keywords. This could potentially affect the competition on keywords by inadvertently increasing the CPC for advertisers
  • However, Google has indicated that the Quality Score will still be determined by exact keywords and not by close variants and that quality score and first page bid estimate should not be affected
  • Initial adoption is best suited for advertisers who are limited in their campaign management capabilities rather than advertisers who closely manage their campaigns. Advertisers who closely monitor their accounts should use this new keyword match type as an additional lever for keyword discovery similar to current strategies applied against broad match terms for both positive and negative contributions

Google has shared initial results that show an overall increase in click volume at comparable CPCs and noted that this may vary from advertiser to advertiser. This additional traffic is likely to be less relevant and less efficient than current traffic. That being said, the new matching behavior is a good feature for marketers who do not currently have extensive positive and negative keyword assets. This may also work for marketers whose main goal is enhancing traffic. CPC for any close variant matched keyword will probably be lower than the CPCs of the actual term, due to lower demand and competition.

For marketers who do have extensive keyword sets built out, this may have a negative effect on performance. These advertisers should monitor keywords closely since increased CPCs may make these terms (which in the past were cheap due to low CPCs and low traffic) inefficient moving forward. Additionally, since the quality score will still be based on exact match keywords and not close variants, it is important to make sure any misspellings and plurals are also included on both exact and phrase match as standard best practice.

Introducing Earned & Paid Facebook Solution

Today, IgnitionOne announced the launch of a ground-breaking feature to the Digital Marketing Suite that allows marketers to optimize their earned and paid Facebook® media alongside search, mobile and display advertising.

This solution will allow brands to automate creation of Facebook Sponsored Stories when there is a high level of activity around a post to quickly capitalize on the amplification made possible by the timely publishing of these ads. The platform analyzes performance data to show the optimal ratios of social actions and indicates the most opportune time to launch Sponsored Stories. This innovation alleviates the current need for social media managers to manually poll and monitor the brand page activities across multiple interfaces.

Key Benefits to Customers:

  • Maximize amplification and performance by automatically launching Sponsored Stories
  • Increase efficiency using the only platform that allows earned media triggers to launch paid ads
  • Utilize performance data to model successful future brand page posts

This update is yet another step toward simplifying the management and optimization of online marketing through powerful technology. If you are interested in learning more about this pioneering technology, please email us at info@ignitionone.com.

View the press release here. 

Facebook® is a registered trademark of Facebook Inc.

Overcoming Attribution Excuses Webinar Review

Thank you to everyone who attended the “Overcoming Attribution Excuses” webinars this
week. IgnitionOne believes attribution is a core part of the integrated marketing process and if used properly can help you better optimize your media across all channels.


And while the majority of marketers are still using a last-click model, this is the least effective method. In the webinar we discussed strategies for overcoming the objections in your organization in order to implement and test advanced models and move away from last click.If you missed the webinar, you are in luck – we have recorded the session and have it available for you here:

Welcome to DigitalMarketingSuite.com!

IgnitionOne, the global leader in digital marketing solutions, introduces DigitalMarketingSuite.com, a content hub and corporate blog to serve as a source for all things integrated digital marketing.

DigitalMarketingSuite.com aggregates digital marketing news and insights from accredited sources across the Internet in one, easily accessible location. We assemble this content from trade publications, major news sites and marketing blogs to serve relevant and well-rounded material focused on industry discussions and trending topics to keep you informed while simplifying your daily task of staying on top of news.

DigitalMarketingSuite.com will also house exclusive content as IgnitionOne’s Corporate Blog. This content aims to provide valuable insights into integrated digital marketing through posts that are written by some of our most knowledgeable employees. We hope you find this information valuable and that it helps to promote innovation throughout the digital marketing landscape.

We want to hear from you! Please feel free to comment on any post or to suggest content. You can reach us at info@ignitionone.com.