Tag Archives: Marketers

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.

Weekly News Roundup

Second Quarter Maintains Positive Growth for Digital Ads as Smartphones Close Gap with Tablets

IgnitionOne just released its highly anticipated Quarterly Report. IgnitionOne’s quarterly report is the longest continuously running quarterly report on Digital Marketing trends. IgnitionOne had some extremely interesting key findings in their report. Search advertising spend is up 9% since last year. Google regained engine market share increasing their share to 79%. On the basis of the report, Roger Barnette says, “our clients closely track ROI and will follow results when deciding where to spend their next dollar.”

Confirmed: Mobile Commerce is Here To Stay

Just in case anyone had doubts, mobile commerce is here to stay. New research conducted by Australian Communications and Media Authority shows that mobile commerce has grown by 448% since 2010. As a matter of fact, the report shows that Australian consumers would rather shop from their mobile device. This growth of mobile commerce can be attributed to the increased ownership of smartphones worldwide. Smartphone ownership has increased 8% since May 2013. Mobile commerce is still growing and show no signs of slowing down.

Facebook Tracking is Changing

Facebook has once again changed the way they track their customers. Facebook has now decided to track what users do outside of their site. This can be viewed as a huge breach in the users privacy. However, facebook claims they are doing this in order to provide more relevant advertisements to their users. Jeff Chester, executive director of the Center for Digital Democracy, explains that “Facebook is going to use multiple ways to track their users and sell them to their advertisers.”

CMOs Are Preparing for Digital to Grow to 75% of Marketing Budgets: But almost half are worried about managing this change

The infographics in the article show the future of digital marketing and the trends of the industry over the past years. According to the article, “within the next 5 years, digital will account for 75% of the Marketing budget.” Email and mobile both have grown greatly in channel effectiveness since 2012. Many executives say the biggest problem with switching to digital, is “managing the change.” However, it has been proven that digital is effective, so managing the change should be worth it. 

Ad Age Survey: How Advertisers Are Spending on Facebook, Twitter and YouTube

Which social media platform are advertisers spending most of their time and money on for the future? The answer is Twitter. The largest goal for marketers, when polled, was bringing “awareness and sentiment” for their brands. Facebook was by far the most dominant social media platform, where 83%, up from 70% of advertisers are now paying for ads on Facebook. However, for a future outlook, advertisers are looking at Twitter as their favored way of promotion. Youtube came behind Twitter and Facebook, falling fourth as the best ad platform for ROI.

Twitter Globally Expands Mobile App Promo Ads, Enhances Targeting

Twitter is now growing to expand its mobile app promotion ads worldwide. The ads ultimately redirect users to download new apps or open their existing apps already downloaded on their smartphone. There is no doubt that Twitter has incredible targeting capabilities. Twitter also offers conversion tracking capabilities for its advertisers, allowing marketers to measure the impact of their campaigns. According to BIA/Kelsey, most of the credit for the success goes to Facebook’s News Feed ads and Twitter’s Promoted Tweets.

Paid-Search Spend Rises, But Marketers Pulling Out Of Partner Programs

9% more was spent by U.S. Marketers this year in paid-search ads. Mobile and tablet devices made up for 27% of total search spend. Running campaigns on smartphones alone rose 173%. The article mentions IgnitionOne’s study on the move away from advertising on search partner sites. “The difference in efficiency on Google is likely due to how quality score is calculated separately for their partner sites,” per the study.

US Paid Search Spend Continues to Rise

IgnitionOne is mentioned on its Q2 2014 marketing report, contributing to large improvements in innovation in paid search technology. The article also mentions different growth engines, such as Google and Facebook’s remarketing platform, Facebook Exchange. It takes note on how much mobile and tablet devices are growing in the market. Smartphone spending amazingly grew by 173%.

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Source: Spartan PR

 

Weekly News Roundup

U.S. Ad Spend Hits $35B In Q1

The United States ad revenue hit $34.9 billion in Quarter 1. This showed a 4% increase in the United States ad spend. The Winter Olympics was the main factor in the heavy spike in ad revenue. Aside from television advertising, display advertisements saw the biggest increase in revenue. According to the article, “the Display Internet business was up 13%.” The company with the biggest advertising growth was General Motors.

How Marketers Can target Online Shoppers More Effectively: The power of segmentation

Nowadays, consumers have an endless amount of choices for certain products. As stated in the article, “Today your customers are really your only source of competitive advantage.” So, what is the best way to target and maintain your customers. The article talks about splitting up your customers into 2 segments: the careful shopper who conducts extensive research prior to making a purchase and the efficient shopper who doesn’t bother with deals and coupons. Once you have your customers placed into the 2 segments, you can adjust your promotional campaign to fit the needs of each segment.

Competitive Analysis in Search Is Linked to Higher Conversions

Knowing your competition is an extremely important tactic to implore in order to do well. However, in search, it is a must to know what your competitor is doing. Knowing your competitors backlinks, content and site structure will give you a leg up on the competition. According to the article, “only 40% of marketers integrate competitive analysis insight into strategy.” In contrast, competitive analysis is proven to be successful and companies should be latching onto it.

When Do Mobile Ads Work?

Marketers should take notice of mobile advertising. For those who are not aware, “mobile display ads can increase brand favorability and purchase intent.” The information on mobile ads are supposed to remind users of what they already know about that specific product being advertised to them. Mobile ads are also meant to be advertised after those initial products are advertised elsewhere in a different form of media. The article states that global spending on mobile advertising is meant to hit $36 billion by 2016.

Ad Spend on Social Media Platforms is Expected to Hit $11 Billion by 2017

Social advertising is growing at an enormous rate. That enormous rate is expected to be $11 billion by 2017. The article provides charts on various ways social advertising is heading in the market. An example includes the age group of males and females that are most targeted in the USA. In addition, “71 percent of agencies said that they ran social media ads alongside other online advertising, and 41 per cent in conjunction with offline advertising.”

Mobile Marketing Goes Awry for Pandora

Pandora, a very well recognized radio station has been known to give their users multiple ads throughout their listening experience. These ads are usually specific to the user’s zip code, which Pandora asks them to enter upon downloading the mobile app. The issue with this is that the zip codes are entered manually by the users. Once a user moves, they will continue to receive advertisements specific to their past location. Luckily for Pandora, advertisers are now interested in running much larger campaigns, nationwide. For now, Pandora has been checking IP addresses of mobile devices and will ask the user to change their zip code if required.

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Source: Silanis e-SignLive