Category Archives: Webinars & Events

Mobile Learnings from eTail West 2015

Mobile is hot right now, but retailers are struggling with it. The knowledge of how mobile works, the challenge of connecting tech partners, and the ability to create a long-term growth strategy is causing confusion within the marketplace, especially among brands trying to capitalize on this exploding area in ad tech. As retailers are continuing to evolve in the digital space, mobile is becoming a large part of their annual budget and digital marketing spend, particularly for brands able to connect the dots and show an ROI based on their campaigns.

Late last month I had the opportunity to listen to Keith Petri, our VP of Strategic Partnerships, present at the “Mobile Tracking Panel Discussion: Optimal Tracking of Your Mobile and Tablet Programs to Close the Conversion Gap” at eTail West 2015. This panel, which also included Andy Nails, the Director of Data Management & Integration at Sears Holding Corporation, brought up key topics in mobile affecting the retailer and consumer when it comes to integrating mobile into your marketing strategy. Here are some highlights from their discussion:

  • The Need to Understand Consumer Behavior: As Petri said, “The retailer has to understand their consumer behavior and buying behavior.” The example he brought up was purchasing a car. While you may start researching on your phone, this is a purchase that would end in store. In the case of Sears, they are very into analytics and the ability to track everything. Their ability to marry the data they collect to their loyalty program offers insights to customize the user experience. Furthermore, from a retailer’s perspective, this goes as far to impact how the mobile site is constructed (i.e. full menu bar, vertical/horizontal, screen resolution, design needs, etc.) to improve ROI.
  • Overcoming Limitations: Yes, there are limitations in the mobile space. According to Petri, we have the opportunity to connect the dots. He explained that before mobile we had our home computer and a work computer, with no understanding of the connectivity between the two or our activity elsewhere in the physical world. However, mobile and static identifiers (such as Device ID) now allow us to better understand the interaction between these two environments and what we do in-between. In fact one stat said that 78% of consumers are doing research online and then visiting a store to complete the purchase. By understanding our limitations, certain workarounds can be used until more viable solutions arise to better understand cross-channel, cross-device investments.
  • Physical Retargeting: With advances in technology, physical retargeting has grown in popularity. For example, consumers who login to a retailer’s wireless internet can be tracked using IP addresses, beacons and Bluetooth technology. Petri mentioned that one stat stated that 88% of consumers said they would opt-in to location tracking because of coupons. While some retailers are concerned about the “creepy factor” of having an ad served to your mobile device while you are near that product in-store, Petri explained that if you have consumer opt-in, they asked to receive coupons on certain items and/or they are in-app, this helps alleviate the “creepiness” that may be associated with this type of messaging.
  • Mobile Data vs. Desktop Browsing: One audience member asked if the shelf life of cookies could differentiate between devices and what pitfalls we should look out for when doing a paid media campaign. Petri explained that a Device ID is the only static identifier on a mobile operating system, while a cookie is generated in a browser but siloed within that browser. For example, if you are in a retailer’s app it generates a cookie, but if you go to Chrome on the same device and page, it generates a different cookie that is not matched – they are siloed. By exiting the app or restarting the device, all cookies are lost. One solution is to buy paid media in-app to collect and reference back, for attribution purposes, the Device ID. This allows you to use that attribution across channel, not only for the attribution within the silo.

As you can see, mobile can be complex. It is changing every day and consumers are getting smarter. The largest obstacle is understanding the data that you have and how it can be connected across all consumer touch points to better know your consumer. To learn more about IgnitionOne and our Digital Marketing Suite, specifically our Data Management Platform, check out this article by our President, Roger Barnette, featured in AdAge last month.

Digital Autosalon 2015

Did the Brussels Motor Show shift to a higher gear?

The Brussels Motor Show is the annual meeting of the automotive industry with current and future clients. The freshly polished cars make fantasies run wild, but also encourage buyers. The effect of the Brussels Motor Show is not only felt in the hundreds of thousands of visitors during the 10 days of the event, but also in the increased sales figures. Is this positive trend also to be seen in the online and customer engagement? IgnitionOne examined the browsing behavior of visitors on the websites of the major Belgian car brands during the Brussels Motor Show. Did the Motor Show shift to a higher gear online? Discover the 6 key figures that reveal the digital impact of the Motor Show.

Online impact of the Brussels Motor Show
Through the impact of online on offline, and in the case of the Motor Show, of offline on online, the need for a strong omni-channel campaign is higher. But how large is the actual impact of the Brussels Motor Show? IgnitionOne illustrates just a small part of it with the below infographic. There was a clear uplift for participating brands across the board. But also non-exhibiting brands enjoyed some extra media attention. But what is the real impact of the Motor Show online?

This great infographic is now available as a free download here: www.ignitionone.com/digital-autosalon-2015/.

The digital impact of the Autosalon in 6 figures:

  1. The number of visitors per car brand rose on average by 27% during the Motor Show compared to early January.
  2. Participating car manufacturers and companies welcomed 8x more online visitors than during the Motor Show in 2014. In the non-participating companies, the increase was only 5 times more.
  3. The present car brands received on average 12x more mobile visitors than during the Motor Show in 2014.
  4. During the Brussels Motor Show in 2015, there was an average increase of 11% of online leads compared to the 10 days prior to the event amongst participating car brands.
  5. Non-participating brands saw the number of leads in the 10 days of the Motor Show decrease by 97% compared to the beginning of January.
  6. With an uplift of 570% in the number of online leads amongst exhibiting car brands compared to non-participating brands during the event itself, the impact of the Motor Show is enormous.

A quick survey at the Brussels Motor Show itself also shows a clear dedication of the brands to digital channels. There was a clear trend in the online processing of test drives and price requests. This strategic approach clearly results not only in a higher number of visitors to the different brand websites but also in the number of registered leads.

Future
The digital footprint of the Motor Show is ubiquitous in the differences between the exhibitors and non-exhibitors. The figures show a significant impact on both the number of visitors, and the number of leads online. The question is whether the same impact is to be found on the brand engagement of a consumer with a brand as it decides whether or not to participate in the Motor Show or not. But that’s the subject for another infographic, so stay tuned!

Download the free infographic now.

* IgnitionOne consolidated the data of 22 car brands and companies that use IgnitionOne’s Marketing Automation Tool for the Belgian market. The results compare the averages of the present brands with the non-exhibitors, and the two groups together. For the analysis we compared the data of the 10 days during the Brussels Motor Show compared to 10 days at the beginning of January and to the period of the Motor Show in 2014 for a year-on-year view. A lead was defined as a completed application for a test drive, a quote, a brochure or an online registration (depending on the car brand).

Ad Tech, Marketing Tech and the Future of Connected Consumer Conversations

We are entering the era of Connected Customer Conversations.

Today’s consumers expect more from brands. They demand consistent messaging and experiences regardless of the channel or means or device through which they choose to engage. What starts with a search or a display ad view may lead to a site visit, a store visit, an email send, a phone call, a Facebook share, a retweet and even a conversion.

Behind the ability to link points of customer-brand interaction is the ability to integrate marketing technologies as well as disparate data stores; however, getting to that level of integration – one that’s real time and seamless enough to create the elements of a perceived conversation versus a campaign – remains a cloudy challenge for most marketers. So many touted technologies become integration projects instead integrated solutions, but it doesn’t have to be that way.

The next big thing is here. Join IgnitionOne for an exclusive webinar event on 12/3 to learn more about why marketers need to think in “conversations” instead of campaigns, and in “context” instead of in channels, learn more about the positive impact of advanced adtech/martech integration, including case-study examples, and more.

Register now.

DMA 2014: CMOs, Big Data and Marketing Silos

With marketing, it is easy to feel overwhelmed. There is an abundance of technology partners, analysts, research firms, industry experiences and co-workers teaching us about a new technology or idea every single day. I personally cannot remember the last day my inbox was free of a new piece of content meant to engage me and provide me with insight to a new product. However, the one concept I’ve been most interested in lately has been about how to break down marketing silos, as I believe connecting these silos offers the most benefits, both internally and externally, to marketing teams globally.

Recently, I had the opportunity to attend DMA 2014, specifically a session by Brenna Snuderman, the Senior Director of Research for Forbes Insights at Forbes Media. The title of her talk, “Breaking Down Marketing Silos: The Key to Consistently Achieving Customer Satisfaction and Improving Your Bottom Line,” provided key insights on ways to breakdown these aforementioned marketing silos to strategically improve both internal and external communications. By leveraging the resources available to your company, not only can you improve customer satisfaction and your bottom line, but you can also work efficiently as a team to provide an improved customer experience. The five following tactics were discussed in her presentation as a way to break down marketing silos:

1. Maintain Consistency of Message: As a marketer, you are speaking to your customers across multiple channels and devices. If the same customer is receiving different messages across devices, this can be highly problematic. This will not only confuse the customer with different marketing and communication messages, but in certain cases will offend them; this can be especially true if they have been a loyal customer and your company is unable to identify who they are and their unique personalization needs across device and channel.

2. Bridge Internal Gaps: Take a quick look at your internal silos that are impeding marketing success. Start with the simple challenges and work your way through the complex challenges. For example, you may have an operational challenge if you are a global company with one marketing department who speaks many different languages across multiple time zones. According to Snuderman, one common problem marketers are facing is avoidance of internal collaboration with other stakeholders across enterprise. By collaborating through a planned bi-monthly or monthly meeting with key stakeholders, you are well on your way to removing these barriers.

3. Be Customer-Centric: The customer is at the heart of every decision. Before any decisions are made, ask yourself how this will affect your customer. Is this decision going to save time or lead to a new multi-step process that will annoy your clientele? Sit down for a moment and list out what you know makes your clients happy, then ask yourself – how can you implement innovation to help improve their happiness?

4. Change Your Focus: This tactic is focused on the motivation behind marketing decisions. Let’s say the end of the year is coming up and you have $50,000 in the marketing budget that will be lost if you don’t spend it. Instead of spending it just to spend it, take a step back and look at the full picture. Use the metrics that you have to see what actually provided the best ROI instead of executing a spray-and-pray method. By working with teams internally, you can pull together what resources you have to get the best bang for your marketing buck.

5. Use Data As A Weapon: By now, marketers are well aware that data is key. We have no shortage of data and the key is in knowing how to read and analyze your data. In Snuderman’s talk, a survey was cited focused on the transformative CMO, where 47% believe they are wasting money in executing marketing initiatives, 51% believe they are able to monetize their audience sufficiently and 56% believe they are making the right media buys. Using your data in real-time to understand the impact your marketing spend is having on your sales, ROI and corporate objectives gives you a strong competitive advantage as it helps predict customer behavior based on the most accurate and up-to-date information available. Furthermore, using your data correctly can increase insights into consumer behaviors, sales, sign-ups, registrations, ROI, customer satisfaction and sales leads.

By starting to implement these tactics to break down marketing silos, you will be well on your way to achieving your corporate objectives while simultaneously improving your bottom line, customer satisfaction and brand image.

Get your Digital Vitamins at Digital First 2014

On Thursday, October 16th, you can meet the IgnitionOne Brussels team at Tour & Taxis for the event Digital First 2014 (booth D22). Digital First is THE B2B event for the digital industry in Belgium. Over 3.500 people interested or active in digital marketing meet up and discuss the future of digital marketing and new technologies. Over 80 conferences and workshops hosted by the most specialized professionals will leave the attendee food for thought and new inspiration for 2015.

If you would like to set up a meeting at the event in advance, please contact Kevin.Vandenbosch@ignitionone.com and have a chance at winning an Apple TV!

At 11:20 you can join Kevin, our European Account Director, for his presentation “3 key vitamins for your lead generation 2.0”. The 3 key vitamins will be illustrated with real examples and cases. In order to get your vitamin boost during the event, come and enjoy a non-digital, freshly squeezed orange juice at our booth, D22. You can find more info here: http://www.digitalfirst.be

360i Client Summit: The Top 3 Trends in Digital Marketing

In the past five years, digital marketing has exploded. A day does not go by where a start-up is conceived, a new platform is released, or two companies merge their technologies to better serve their clients. The digital space is exponentially growing and creating new ideas to help companies solve complex problems. As a marketer, digital marketing can be exhausting, confusing and leave you asking yourself, “where do I begin?” In my opinion, the best way to evaluate these vendors is by aligning your top three strategic objectives to the top trends in digital marketing to narrow down your pick-list.

Last week, I had the opportunity to attend the 360i Client Summit in NYC where I was able to listen to brands discuss the current state of digital marketing within the context of their company. In watching these presentations, the common thread to success is that brands are using digital platforms to listen to their customers, learn their habits and quirks, and be there for them when the customer needs them the most. Each one of these trends allows brands to digitally enhance the connection they have with their customer, ultimately creating a strong emotional connection to the brand, growing loyalty and increasing profit.

Here are the top three trends in digital marketing, as told by the brands presenting at the 360i Client Summit:

1. Data-driven storytelling – Marketers are beginning to find new ways to take what data they have and craft a personalized story unique to each prospect. Instead of sending generic or slightly personalized content, marketers are digging deep into their data insights to form a narrative engaging with the right person, on the right device at the moment they care. Ellen Stone, EVP Marketing at Bravo and Oxygen Media, further explained how storytelling can be used with transmedia to evolve or shape the story. For example, on their show Top Chef, they drive consumers from TV to digital as a way to vote back on their favorite chef who was eliminated, thus using digital as a means to shape their TV show.

2. The use of APIs – I like to think of an API as a bridge that allows two disparate pieces of technology to communicate in the same language. Marina MacDonald, CMO of Red Roof Inn, noticed a huge opportunity for weather related flight cancellations. When a flight was cancelled, consumers were turning to their smartphones to book a near-by hotel. Red Roof Inn created an API with weather-data and local flight cancellations to place higher bids in search engines in areas where flights were cancelled due to weather. Consumers saw them at the top of the search engine and Red Roof Inn was only paying a fraction of the cost in media spend. This directly resulted in at 375% conversion rate and a 60% lift in bookings simply because platforms were communicating more effectively with each other.

3. Brands are publishers – More than ever, brands have a strong ability to control how they are represented in the public eye. Whether it is digital, social, ecommerce, search, display, or marketing automation, marketers are publishers. In a presentation by The Huffington Post, it was mentioned that we have “60X more content from brands in our newsfeeds today than just 2 years ago.” Brands are beginning to recognize significant value in producing informative, timely and educational content for their target audience. This thought-leadership positions the brand as an expert on the topic, while continuing to deepen the relationship with their customer in a way where the brand can narrative extremely personalized and relevant content to their customers.

Data + Media & the Future of the Digital Marketing Hub

Marketing leaders remain in the hot seat, with increased pressure to deliver higher ROI, better brand engagement and growth. At the same time, the marketing landscape has increased in its complexity. 

Last week, Roger Barnette, President of IgnitionOne, and Brian Deagan, Global Business Director of the DMP, hosted a webinar that detailed what  will soon become central to the future of marketing. In the webinar, Barnette and Deagan cover the utilization of user data and how to navigate the integration issues, privacy challenges and strategic efforts associated with digital marketing.

This information-intensive webinar isn’t something you will want to miss. You can watch the whole thing here.

The inaugural IgnitionOne Client Summit – Driving Consumer Behavioural in an Omni-Channel World

The IgnitionOne US Strategic Partner Summit is legendary and last week, the European team decided to launch their first-ever European Client Summit at AutoWorld in Brussels. Continue reading The inaugural IgnitionOne Client Summit – Driving Consumer Behavioural in an Omni-Channel World

2014 IRCE Takeaways

Last week, Internet Retailer hosted their 10th Annual IRCE event in Chicago to discuss the latest digital strategies and trends for marketers and retailers. This year the conference sessions covered a large array of topics from understanding how emerging laws will change your e-commerce models to refining email marketing programs to better optimize desired results. Throughout each session three major themes played a large role across the presentations, each one rooted in understanding how to use your data to better serve your customers. The following are the three key takeaways from the conference:

Mobile is Revolutionizing the Consumer Experience – During a keynote presentation by Wikipedia, the speaker explained that for $41.00 (the cost of a smartphone in Nigeria), you can have all of the world’s knowledge in your pocket. This immediate access to knowledge offers retailers infinite amounts of data to be collected, analyzed and repurposed for marketing. Research from Goldman Sachs, presented in a different session, suggested that in 2014 consumers spent $204 billion dollars shopping on their tablets ($134 billion) and smartphones ($70 billion). More so than ever, people are pulling out their tablets and smartphones and integrating them into their shopper journey at moments of convenience. Understanding their patterns and usage will lead to more efficient targeting and ultra-personalized messaging at moments of high-receptivity.

Global E-Commerce Growth is on the Rise – According to one study presented in “Where Global E-Commerce Growth will come in 2014 – and beyond,” there are 2.4 billion internet users worldwide. With the access to the internet on the rise, gone are the days having a small set of local customers as the internet has allowed mom-and-pop shops and big-box retailers to be available anywhere in the world. For retailers, it is important to ensure an infrastructure is setup to support this system (both from a logistics and technology perspective), while making sure the focus is on the customer. For example, taking a channel agnostic approach by setting company objectives (as opposed to channel specific ones), helps avoid internal cannibalization and better serve the customer on all levels. Furthermore, setting up localized sites with in-depth analytic tracking provides customers with a better customized experience and interaction with the brand, while allowing the company to collect user data.

A Little Data Changes Everything – Gamestop, a retailer that sells video game consoles and products, realized they had a lot of data, but little info about their customers. In an effort to collect more relevant, insightful data they launched their PowerUp program designed to track their consumers’ shopping activity across-device. Upon coming into the store, consumer’s cards could be scanned and qualified sale’s associates could view their profile to ask them about their latest gaming experiences. They took the approach that their clerks would be able to offer most relevant information based on their profiles to help increase their sales. By implementing a centralized data system, pulling in previous purchases and other available customer activity, the system was “designed to facilitate the most relevant conversation” between the customer and the retailer. The key to success, profit and loyalty was collecting and accessing their owned data.

For brands to survive and thrive in the ever-growing digital market space they need to understand their product, their consumer and the connection between the two (be it in-store or digital). These connections are what allow consumers to transcend from a simple transaction to a loyal, repeat buyer who has a strong connection to a brand. The key is located not only in the amount of data brands have on each consumer, but in their ability to centralize and integrate this data to offer the best in-store/online experiences across all platforms.

 

This post originally appeared in Knotice’s blog.

IgnitionOne joins the IAB UK for Digital Britain in Manchester

Yesterday, IgnitionOne joined the IAB UK for their Digital Britain event in Manchester. The event, which took place at the Bridgewater Hall, is the first time the IAB UK has held an event north of the M25.

We had an interactive area where brand and agency advertisers could drop in and meet the IgnitionOne team. We showcased our LiveMarketer technology through giant touch screens. The brand being demonstrated was the IAB UK showing who was on their website in real-time and how engaged they were with the IAB UK on the day that they released their Ad Spend Report 2013.

IAB UK Digital Britain

IAB UK Digital Britain

The IgnitionOne racers from IAB Engage 2013 also made an appearance with Matt Coughlan from The Auto Network taking home an XboxOne for having the fastest time of 2:05:41 around the track during the day.

IAB UK Digital Britain
Racer 1 over

 

 

IAB UK Digital Britain
The racers are off and running

 

IAB UK Digital Britain
The Top 5 Times

 

Nancy Furber from UNICEF UK spoke with IgnitionOne’s business director, Stewart Holt, on the challenges of integrated marketing campaigns. UNICEF UK ran an integrated marketing campaign in the lead up to Christmas 2013 with IgnitionOne running the majority of the digital activity for the campaign. Nancy spoke about what challenges UNICEF UK as a business had with delivering the campaign but also the benefits they’d seen by integrating their digital spend – an ROI of 3.9 over the course of the campaign.

IAB UK Digital Britain
Nancy discusses UNICEF UK’s integrated marketing campaign
IAB UK Digital Britain
Stewart explains IgnitionOne Targeting

All in all, it was a fantastic day and we’re looking forward to being part of the Northern Digital Scene for a while to come.

A copy of our presentation from the day is below but if have any questions don’t hesitate to send us an email at info@ignitionone.com