Tag Archives: Mobile Marketing

Top Takeaways from the Gartner Digital Marketing Conference

This year I had the opportunity to attend the inaugural Gartner Digital Marketing Conference in San Diego. The event brought together top digital marketers, which included brands, agencies, analysts and solutions providers, with the primary purpose of driving thought-leadership by educating marketers on the latest trends in the digital world.

As we have seen in Gartner’s Digital Roadmap, digital is exploding; channels are becoming more integrated, cross-device attribution is on the rise and marketers don’t know how to handle the complexity of a creating a seamless user experience across channels. While on the show floor I saw both new and seasoned marketers with an idea of what they want to accomplish, but a skewed understanding of the technology needed to get from point A to point B.

With increased pressure to meet high expectations of consumer demands, brands have no choice but to keep up. Here are some of the top trends that arose throughout the sessions that marketers need to be aware of as they develop their digital strategy:

1. Digital personalization is the new normal: Consumers expect brands to know them and to know them well, particularly the ones who engage regularly and spend often. In fact, one Gartner statistic explained that by 2018, organizations who have invested in personalization will outsell those who have not. The key is for brands to understand how to segment their data and effectively activate personalization at a one-to-one level, while respecting global privacy laws. On the flip side, as analyst Jennifer Polk pointed out, sometimes personalization is about knowing when to remain quiet to avoid offending or over-engaging with a consumer.

2. Identify Gaps in Mobile and Social Measurement: We continually hear that mobile is on the rise. In fact, in one presentation by Gartner analysts’ Julie Hopkins and Mike McGuire, they pointed out that 30% of Facebook’s users are mobile only. The first step is to understand how to connect your mobile and social investments to your objectives by defining your strategy. In turn, this gives mobile and social a specific purpose to work in tandem by exceeding your corporate marketing goals. By tying direct ROI back to social and mobile, marketers can justify to upper management the monetary value and in turn continue to receive more budget as needed for these rapidly growing areas.

3. Innovation is Your Competitive Advantage: One of the most fascinating presentations was by Jon Bridges, the CMO of Chick-fil-A, and Jake Sorofman with Gartner on innovation. The presentation opened by posing the question to the audience, “have you ever used another company’s name to describe what you do?” This made me chuckle a bit as I reflected on the various jobs I’ve held where I compared the company to another to help friends and family understand. The idea here is to forge your own path instead of comparing yourself to others. We can win by leading the pack. However, my favorite idea presented is utilizing your workspace as an innovation center; a place where ideas are crafted to further the business and drive change for challenging business objectives. In turn, this can be applied to digital strategy as workers begin to solve everyday challenges and best meet the demands of their users by having the freedom to explore, create, develop and solve.

Being the first digital marketing conference hosted by Gartner, I was exceptionally impressed at the content, execution and speakers. I am proud to have sponsored the event this year and am excited for its anticipated growth based on the reviews it has received.

Explosive Growth in Mobile Drives Holiday Weekend Digital Spend Increase

Today we released a mid-quarter report highlighting another strong Thanksgiving weekend for digital marketing. Mobile devices represented a growth area for retail marketing, with huge increases in search spending for smartphones.

Digital marketing figures are released quarterly by IgnitionOne, as we manage more than $1.5 billion in online advertising.

Key findings in the report:

  • Mobile phones dominate US Search: Mobile continues to empower consumer engagement. Not surprisingly, mobile phones saw the largest growth among device types (including tablets) at 184% YoY.
  • Sleepy Saturday wakes up to much higher paid search activity: Last year Saturday was the only day to show negative YoY growth (-7%); however, this year reveals a much different story. While Black Friday had strong YoY growth at 77%, the retail momentum continued into Saturday, with 50% YoY growth overall.
  • Desktop search impressions drop: US paid search impressions for desktop dropped 16.2% YoY during the Thanksgiving weekend and into Cyber Monday. It may be due to a shift in shopping patterns with more people out earlier as well as the continued trend of advertisers pulling out of the Google partner network.
  • Cyber Monday growth stalls except on Mobile: Cyber Monday saw relatively low growth with respect to last year (36% compared to 60%) with the exception of mobile devices which saw 272% growth YoY.
  • Programmatic Display Grows in Spend and Effectiveness: US retail spend in programmatic display increased 43% YoY along with conversions which were up 58% as advertisers delivered fewer, more targeted and effective ads.

“Mobile devices are changing behaviors of consumers across the board and extending the promotional power of the holiday weekend,” said Roger Barnette, President of IgnitionOne. “The strong results this past weekend show the savviness of marketers to reach consumers where they are and leverage the entire weekend to drive sales through digital marketing.”

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/.

Weekly News Roundup

Here’s What GroupM’s Big Change Means For The Ad Exchange Market

GroupM recently decided to stop buying online ads from open ad exchanges because of lack of transparency and quality of ad inventory. Critics are concerned that GroupM will not follow through with this. Instead of buying through open ad exchanges, GroupM will purchase ads directly from publishers and private exchanges. The article claims that GroupM’s top clients do not spend as much money on these open exchanges anyway, so the pressure on this move will not be too great.

Global Ad Revs Expected To Hit $516B In 2014

Analysts are expecting global advertising to achieve its greatest growth in 2014. The World Cup, Olympics, and the U.S. midterm elections have contributed to this growth. The U.S. alone is contributing 6.0% revenue growth. Television comes in first with the most in percentage gains at 40.2% market share. Programmatic buying, including RTB for display, social and video campaigns, will reach $18.4 billion. Overall, the global ad revenue is anticipated to reach $516 billion this year.

“Moneyball” vs. Creative: Where Data and Marketing Collide

It takes creativity to have successful marketing efforts, but the data behind it must not be left out. An impactful marketing campaign must have the right data mixed with the right creativity. The article states that, “there is no (one) best idea;” opportunities are limitless.

Mobile Marketing Over Email is Becoming Vital

Half of all active users on the web are now opening email on the their mobile phones, increasing the popularity of mobile marketing. Studies show that this percentage will increase in the future. According to the article, the most popular devices that are used during these transactions are Apple’s iPhone and iPad. Mobile advertising is becoming a huge part of the digital advertising industry. If companies do not jump on board, they may get left behind.

Google Study Claims Search Ads Improve Awareness

According to Google, search ads improve brand awareness. Because of this, paid search is becoming even more useful to businesses. In a sample tested to see the effectiveness of paid search, Google secured this claim:

Mondelez, Heineken Take The Programmatic Bull By The Horns

Programmatic buying has become a hit for big named brands. Brands such as Kimberly-Clark, Kellogg’s, American Express, Procter & Gamble, Allstate Insurance, 1-800-Flowers, Unilever, and Mondelez International have emerged on the exchange trading platform. The idea is to now create a more effective model that works for agencies.

Rolled up newspaper on white background
Source: Come And Take It America

Mobile Tracking and Targeting Infographic

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Mobile has rapidly become one of the biggest and most questioned topics in ad tech. That’s why IgnitionOne partnered with AOL to deliver a Mobile-focused Infographic that details specifics regarding third party cookie tracking, cross-device targeting methodologies, and statistics. As we continue to play a role in its application and transformation within the industry, IgnitionOne vows to always keep you in the loop with informative and interesting onesheets, infographics and pieces of thought leadership like this.