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Webinar Highlights: 10 Best Practices for 2015 Holiday Search Strategy

On Wednesday, August 26th IgnitionOne partnered with Boost Media to present the exclusive webinar “Smarter Search Strategies for 2015 Holiday Shoppers.” The webinar included speakers Dave Ragals, Global Managing Director of Search at IgnitionOne, and Rob Lenderman, COO + Co-founder of Boost Media. Over the course of the hour, Dave and Rob covered marketable moments, mobile search statistics, strategic planning, participant questions and the 10 Best Practices You Should Know when it comes to holiday search strategy. Here’s what they had to say:

1. Add at least one mobile preferred ad to each of your ad groups

2. Create and test multiple ad versions

3. Send users to mobile optimized landing pages

4. Utilize ad extensions

5. Highlight mobile-friendly user experience

6. Use all levers provided

7. Account for misspellings

8. Evergreen creative

9. Call tracking integration for click to call features

10. Review brand performance as CPC’s are increasing industry-wide

Ready to learn more about these best practices? It’s not too late to gain access to the full live webinar and presentation. Register for playback here.

It’s time to deliver your best holiday search strategy yet.

IgnitionOne’s Q2 2015 Report: Google Regains Search Share, While Facebook Surges in Display

IgnitionOne’s new report covering trends across digital marketing reveals growth for Q2 2015. Despite gains made by Yahoo!/Bing in previous quarters, Google reclaimed paid search market share it only recently lost. However in programmatic display, Google lost ground to Facebook, decreasing -9% year over year in spend compared to Facebook’s 48% surge. 

Key findings in the report include:
  • Strong search spend growth continues – U.S. paid search spend grew 22% year-over-year in Q2, the third quarter in a row of strong growth. Competitive pressures and mobile search growth is driving this spend increase.
  • Mobile search growth continues to normalize – U.S. spending growth for tablets is up 22% and phones spend is up 71% YoY. Smartphones have seen the greatest growth and represent the majority of mobile spend this quarter with 59% of spend compared to tablets.
  • Yahoo!/Bing give back market share – After three quarters of growth, the Yahoo!/Bing network lost U.S. search market share in Q2, returning to 24.5% of share compared to Google’s 75.5% of U.S. paid search spend.
  • Facebook takes display share from Google – Facebook outpaced Google in display growth with FBX growing 48% in spend, while Google dropped -9% YoY. Facebook’s share of display spend grew to 16% (up from 10% a year ago). Google’s share dropped to 31%, down from 38% last year.
  • Programmatic display grows – U.S. display spend was up 33% when compared with same clients measured in Q2 2014, continuing the growth trend from past two quarters. The decrease in impressions that we have seen in past quarters due to Facebook changes, has tapered off resulting in a total drop of only 1%.
 

How to Get Over the Post-Summit Blues

The 2nd IgnitionOne European Auto Summit took place earlier this month. With a day and a half of content, the cream of European auto marketers, a line-up of digital gurus discussing agile marketing, a private canal boat trip and dinner at one of Amsterdam’s most exclusive hot spots – it’s no wonder our attendees (and the IgnitionOne team) are demonstrating symptoms of the post-auto summit blues.

So, to make the experience last even longer we’ve put together some pointers to ensure the momentum continues and symptoms are remedied.

Remind yourself of the top sound bites that will help you become more agile.

1. Disrupt in your space by thinking and acting like a start-up. Create clusters of internal “start-ups” with teams of dedicated people who have the right blend of expertise; set a strict time frame for delivery; instill the belief that the unthinkable is achievable, and get a prototype out there.
 — Markus Stauffenberg, Nolte&Lauth

2. Learn to fail. Try it cheap with low-risk testing and then scale it up when you’ve got evidence it works.
 — Martin Gill, Forrester Research, Inc.

3. Fast data strategy is the best way to deliver personalised experiences. For every second delayed retailers could lose up to 7% of sales. Be quick off the mark by moving to a customer-centric data management platform – dor shrivel up and die.
–Nic Wenn, Quidco

4. Customers will make contact with you via their preferred channel, not yours. Source the right technology that shifts you from having to guess the next move of your customer, to being certain how best to interact with them.
 — Yusef Akyüz, IgnitionOne

5. Think global but act local. Centralise marketing activity but remember to give local markets the automony to adapt. Leverage the economies of scale, find solutions that allow your team to be autonomous on a global, regional and local level.
 — Francesco Frederico, Acer

Revisit the presentations
Clear some time in your diary to revisit the presentations that resonated most with you. View a selection of the presentations here.

Scroll through the picture gallery
Relive the spectacular summit venue, the views of the Amsterdam skyline and our boat trip through the dutch canals in the glorious sunshine here.

Email the IgnitionOne advice line
Should you require further inspiration, insight or advice on making your organisation more nimble get in touch with the IgnitionOne team or visit our resources page here.

IgnitionOne CEO Announced as EY Entrepreneur of the Year 2015 Award Finalist

Will Margiloff, IgnitionOne CEO
Will Margiloff, CEO of IgnitionOne

EY announced that Will Margiloff, CEO of IgnitionOne, is a finalist for the EY Entrepreneur Of The Year® 2015 Award in the New York Region. This award recognizes the contribution of people who inspire others with their vision and leadership, demonstrating excellence and extraordinary success. Now in its 29th year, EY’s Entrepreneur Of The Year program has expanded to recognize business leaders in more than 145 cities in more than 60 countries throughout the world. Margiloff was selected as a finalist by a panel of independent judges, with the winners to be announced on June 16.

“When we started IgnitionOne, I knew that competing against some of the largest enterprise software companies in the world would be a difficult task, so I made it a priority to surround myself with an incredible team who work as hard as I do to deliver innovative marketing cloud solutions to our customers,” said Margiloff.

This honor is possible only because of the hard work of the entire IgnitionOne team who push relentlessly to simplify marketers’ lives and to make their clients look like rock stars.

Regional award winners are eligible for consideration for the EY Entrepreneur Of The Year National program.  Award winners in several national categories, as well as the EY Entrepreneur Of The Year National Overall Award winner, will be announced at the annual awards gala on November 14.

The official announcement can be found here.

 

Yahoo!/Bing Secures Biggest US Search Market Share since Before Search Alliance

IgnitionOne released a Q4 2014 report today, highlighting trends and data for digital marketing across search, programmatic display, social and mobile. During this time the Yahoo!/Bing partnership grabbed the largest share of the US paid search market since 2008 following two quarters of strong growth. Mobile devices also show strong growth in both search and display advertising.

q4chart

Key findings in the report:

  • Yahoo!/Bing shows historic growth at best share since 2008: Yahoo!/Bing continued to chip away at Google’s huge lead and now holds with 26.3% of US search spend versus Google’s 73.7% in Q4. This is the highest market share and largest growth in share over consecutive quarters since the inception of the Search Alliance and equates to a 25.8% jump. The last time growth was close to this robust was in the period of Q4 2007-to-Q1 2008 when they saw a 20% jump.
  • 2014 ends with a strong Q4 for Paid Search: Ending a robust holiday shopping season, US Paid Search saw advertising spend up 11% YoY in Q4. This is the highest rate of growth in 2014.
  • Phones and Tablets pull even in spend share growth: Spending growth YoY for tablets is up 37% while phone spend is up 78%. As marketers become more sophisticated, creating stronger mobile-specific experiences, and consumers embrace a multi-device lifestyle, mobile becomes more attractive to marketers for effective reach.
  • Mobile display growth continues – Mobile continues to see strong growth, limited only by inventory available. Most interesting is YoY growth for Android impressions far outpacing iOS, peaking on Thanksgiving Day with 57.8% of impressions.
  • Healthy growth in programmatic display: Marketers continue to move budget to programmatic display ads due to stronger, trackable results with spend up 35% YoY. Contributing factors to increased effectiveness include better use of data feeding smarter strategies, and greater message relevance based on use of consumer data.

“These numbers show significant growth of mobile across the board, so it’s becoming more important for marketers to get a clear view of the customer across devices and across interactions,” said Roger Barnette, president of IgnitionOne. “Our IgnitionOne data management platform fuels messaging across search, display, social and mobile, making reports like this possible. Pulling together first- and third-party data allows for optimization of all interactions and increased relevance of messaging served.”

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/

Introducing MobileAssist

We are excited to announce the release of MobileAssist, a solution that helps  track cross-device conversions, a break-through that overcomes an obstacle that has held back the true potential for mobile advertising.

Most attribution technology has focused on desktop and not mobile devices. This reliance on cookie based technology, along with mobile advertising being bought as a discrete channel, leaves marketers without a full picture of how mobile advertising is contributing to successful conversions.

MobileAssist solves this challenge by helping you identify where mobile advertising has played a part in previously unattributed conversions to offer a fuller view of the attribution and impact mobile advertising spend had on successfully completed sales or conversion.

IgnitionOne’s integrated desktop and mobile platform provides the company unique advantage to provide cross device targeting and a complete view of how spend is attributed across devices.

With these enhanced insights into their mobile spend, marketers are able to improve existing media effort, inform optimal investment levels to future campaigns and improve results across all devices.

In the case of a leading e-commerce client who was initially desktop-focused, MobileAssist proved a 10X return on ad spend on their mobile campaign by measuring conversions that occurred on their desktop website, but were influenced by mobile ad engagement.

A Sample of a MobileAssist Report
A Sample of a MobileAssist Report

“Sophisticated marketers will not settle for anything less than a clear and true picture of their customers and how different channels and devices assist each other within the conversion path,” said Will Margiloff, CEO of IgnitionOne. “MobileAssist is another way our Digital Marketing Suite delivers to marketing the tools and centralized data to make smart and effective decisions.”

Contact IgnitionOne to learn more about MobileAssist

 

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!

GraTECHtude 2014

Happy Thanksgiving! In the spirit of the holiday, we asked around IgnitionOne to see what technology our employees are thankful for this holiday season. Here’s what they had to say.

“I am thankful for audiobooks, Audible specifically. Without delicious books to listen to on my commute to and from work, I think I’d go insane.” – Kendra Billings, Junior Database Engineer

“DVR: Me and my roommates can have TV nights, catch up, on demand. Also, cell phone. I can do anything on it.” – Jonathon Williams

“Grateful for the MeetMobile app. It’s used at swim meets to broadcast results real time. When I can’t make it to a USA or high school meet, I can see how my boy, his team, and all the other swimmers are doing. And at the meet, you get official results before they’re posted around the pool. No more crowding around pages taped to the wall!” – Chris Johnson, Director of Business Process Automation

“I’m very thankful to have a plug and socket to power all the electrical devices in the home. Can you imagine what we would need to do if we didn’t have that? Perhaps wrap the electrical wires from the wall into the wires from the device and tape everything together….” – Shardul Pradhan, Sr. Manager, Strategic Accounts

“I am thankful for the good old fashioned CD player (yes, they still make them.) A CD on repeat equals a soundly sleeping baby, which equals a sleeping mom.” – Casey Newman, Public Relations Manager

“I am grateful for a virtual guitar amp/multi-track recorder app called Jam Up Pro and iPhone input device iRig which allows me to own virtually every guitar amplifier ever made as well as my very own amp design! I can show up to a gig with just my iPhone and guitar and go!” – Ron Williams, Production Designer

“It isn’t new technology, but Fantasy Football and Basketball apps to help me set my lineup minutes before the game starts.” – Matt Cole, Senior Marketing Manager

“I’m thankful for the technology behind both the Southwest and Chase apps, making my travel stress-free. Both of these apps were designed for an simple customer experience while easily integrating with other software platforms I use. Plus, I’m thankful for the technology that quickly adds up my rewards points for each program in real-time.” – Tommy Marzella, Marketing Manager

“I’m grateful for my “Think Dirty” iPhone app. It helps me make the best decisions on personal care products that are chemical free and environmentally friendly. The “dirty” meter helps me see what products are harmful by a simple scan of a barcode. It’s opened my eyes to the meaning of the ingredient list on the back of my personal care products.” – Nogol Tardugno, Senior Account Manager

“Today I am very grateful for Facebook and LinkedIn because they make it so easy to keep in touch with friends, family and former co-workers. As a result of being “connected,” one of my former co-workers reached out to me and that conversation eventually brought me to IgnitionOne. I am now in a fabulous new position for which I am also extremely grateful.” – Karen Redfern, Account Executive

What technology are you thankful for? Tell us in the comments!

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.