Tag Archives: mobile

The Top 3 Benefits of Exceeding Customer Needs

Two weeks ago I had an amazing digital experience. I went to the doctor’s office as I wasn’t feeling well and they performed some simple tests. Near the end of the visit the doctor said my test results, which would dictate if I needed a prescription, would be available online the next day. Before I even received a call from the doctor or access to my online results, Walgreens sent a push notification to my mobile phone alerting me that my prescription was ready for pick-up.

This is brilliant for many reasons. First, Walgreens was able to act on the data shared by the hospital faster than the hospital could relay it to me. Second, in doing so they also gave me the status of the test. Third, while I associate this brand with my health already, their actions continue to prove how much they value my health and me as a person (read: this makes me want to spend my money with them). Finally, all of this happened because they have a top-notch data management platform in place to effectively manage their consumer’s data.

You see, at some point I wandered into Walgreens to purchase an item. Upon checkout I signed up for their loyalty card, slowly giving them more information during subsequent visits. Eventually, I downloaded their app and synched it with my loyalty card. Then I logged into my online account to manage the entire ecosystem. And truthfully, this was not the first time Walgreens impressed me (you can read about my Connected Experience with them here).

But by merely sending me a simple push notification they have exceeded my expectations. By exceeding expectations, brands stand to gain the following:

  1. Customer Loyalty – My default location for all prescriptions is now Walgreens. This experience, along with previous experiences prove that they can do it – and they can do it well. They are loyal to making sure I’m happy and I’m loyal to them by returning every time to spend my money with their brand. With hundreds of other locations to fill my prescriptions, I choose Walgreens because they know me and they can execute efficiently and effectively.
  1. Brand Advocacy – When I have a good experience, I am a sharer. I like to tell my friends and family so they can also have good experiences. If the experience is particularly great I will socialize online as well. Not only does this generate positive news regarding the brand, but it also influences my friends to shop with that brand. I remember once reading a stat that a bad experience is shared 3x more than a good experience – something brands may want to keep in mind while mapping out customer journey experiences.
  1. Exploration of Other Brand Offerings – When a brand exceeds expectations in one area, there is a good chance they excel in other areas as well. In turn, customers will explore their other offerings based on the experiences they have. For example, I learned about the pharmacy app because of Walgreens photo printing app. Both continue to add value to my life and help me simplify. I’m sure I will continue to explore to see what other offerings they have for me.

Regardless of the consumer, everyone likes to be treated well. And the companies that understand the value of treating a customer well will continue to thrive in this ever-changing digital world.

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.

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

 

IgnitionOne Acquires Leading Mobile Marketing Technology Human Demand

We are excited to announce that IgnitionOne has acquired Human Demand, a leading independent mobile marketing technology company providing mobile audience and tracking solutions to advertisers. With this acquisition, IgnitionOne continues to enhance the industry’s most comprehensive integrated digital marketing technology solution, by adding mobile display advertising capabilities and cross-device tracking to its Digital Marketing Suite (DMS).

 

Human Demand’s fully transparent, highly scalable and efficient mobile media solution will integrate with the DMS to:

  • Better reach mobile audiences and mobile app users through display advertising
  • Provide additional capabilities for cross-device tracking to inform cross-channel attribution and user data
  • Deliver targeted mobile audiences, including hyper local geo-targeting, at scale with  superior location insights, campaign optimization and visual analytics

HD-site

IgnitionOne’s clients will benefit from Human Demand’s intuitive self service interface whose capabilities will be seamlessly integrated into the DMS. The DMS is our digital marketing hub that centralizes the ability to buy, manage and optimize digital media across Search, Display, Social and Mobile, understand client users through Data Management and Cross Channel Attribution, and optimize conversions on a marketer’s website through Marketing Automation.

This is an exciting day for the IgnitionOne team and we welcome the newest members to our family!

Visit us at www.ignitionone.com or contact us at info@ignitionone

Weekly News Roundup

Adapt or Die: The 4 Trends Shaping the Evolution of Digital  Advertising

With advertising, it is all about survival of the fittest. Advertisers must adapt to digital marketing or they will get left behind. Digital has surpassed T.V. with the amount of time users spend on it per day. Four aspects of digital advertising that advertisers must utilize are IAB Rising Star Ad Units, Native advertising, Big Data, and Programmatic. With the use of digital, companies can now pinpoint the customers they would like to reach out to.

Facebook asks: does this feel like an ad?

Despite advances in targeting, Facebook has been revamping algorithms and working toward weeding out irrelevant advertising on individuals’ NewsFeeds in order to make for a more seamless user experience. First, they will need to revamp their technology, which will allow them to understand which advertisements users actually enjoy seeing. Next, advertisers will have to find a way to make it seem like users are not getting ads only for selling purposes.

The CMO and CIO: a new powerhouse for digital transformation

Users are now more demanding than ever before. They want the information, and they want it as fast as possible. “We’ve found one of the biggest barriers to delivering an integrated digital customer strategy has less to do with the technologies deployed, and more with aligning executives and employees around a single, shared vision.” The article states that the best relationship to have is between the CMO and the CIO, due to the significant amounts of technology marketing is spending in their expenses. In order for marketers to produce the best results for excellence, they need the best possible technology from IT.

Yahoo Earnings: Display Ad Revenues Disappointing, But Mobile And Video Platform Gains Traction

Yahoo! Mobile and video platform took off in ad revenue this quarter, and it only looks like it will get better in the future. “During the quarter, search ad revenues (ex-TAC) grew by 6% year over year to $428 million.” What was disapointing was the display ad revenue, which declined 7% in the past year. Mobile growth is continuing to grow, as the user base will consume much more content across Yahoo’s website. On the video side, the company has intesified its efforts to enter the online video space.

Romania Makes it into European Digital Ad Spend Top Ten

Romania has officially made it on the top ten in European online digital ad spend. The article states, “online advertising grew by 11.9 percent to a market value of EUR 27.3 billion in 2013.” Other top countries were Italy, Russia, Turkey, Slovakia, the UK, Hungary, Austria, Norway, and Serbia. These country’s online advertising grew incredibly in 2013 across all platforms.

Source: Spanish News Today
Source: Spanish News Today

Weekly News Roundup

Spending on digital entertainment tipped to hit $40b by 2018

The entertainment and media industry in Australia is expecting a growth of $40 billion by 2018. This includes consumer and educational books, consumer magazines, filmed entertainment, free-to-air television, interactive games, the internet, music, newspapers, out-of-home advertising, radio and subscription television. “Australia has the world’s highest rate of mobile broadband subscriptions per head.” Amongst this, the article reports that streaming online is at a height.

Will Brand Dollars Ever Come to App-Install Ads?

Moving to mobile is the new trend that Facebook and Twitter have noticed growing. Brands are also taking notice to this and working their way to target consumers in a new way. The article states that consumers are most likely to be on their mobile devices. “Do Facebook and Twitter need brand dollars to shift to app-install ads, or can they keep riding the Candy Crushes of the world to fuel their growth?” Facebook and Twitter are nervous about how things are unfolding due to the demand in ap-install ads driving high revenue.

Americans Spend More Time Than Ever on Mobile Apps

More than ever before, individuals are using mobile. According to the article, users are spending 65% more time on mobile devices. The article also shows graph charts displaying how much mobile apps are used per month and the time per month they are used. An interesting fact about this is that the age that spends the most time per month on mobile apps are from 18 to 24-year-olds (approximately 37 hours per person). However those between the ages of 25 and 44 years old are accessing the greatest number of apps (29.5).

Global Ad Growth Poised To Double, Digital’s Expansion Begins To Ebb

According to the article, the rate of global advertising growth will more than double this year. The two obvious factors that will increase the global advertising spend are the world cup and winter olympics. However, the increase in digital and mobile advertising also has a big impact. eMarketer forecasts the global advertising spend will reach $545.4 billion this year. Digital ad spending is projected to go up 16.7% as well.

Mobile, Video, And Real-Time Bidding Are Driving A Boom In Digital Advertising

The digital advertising market is evolving at an exponential rate. The three areas that have experienced significant growth are mobile, video, and programmatic. According to the article, “Mobile is the fastest-growing ad medium, and will see 43% annual growth between 2013 and 2018.” Companies that have invested in programmatic ad buying technology have also shown great success. It is without a doubt that these three types of digital advertising will be the future of online marketing.

Globe and Mail
Source: Globe and Mail

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.

weekly-news-roundup-51614_1377_621889_0_14090516_500
Source: Silanis e-SignLive

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

IgnitionOne’s Q1 2014 Report: Search and Programmatic Display Grow

IgnitionOne’s new report covering trends across digital marketing reveals positive growth for digital marketing in Q1 2014. Search and programmatic display experienced an increase in spend QoQ, while mobile normalized and search engine market share steadied.

Key findings within the report include:

  • 2014 starts with a positive Q1 for Search – Compared with a robust holiday shopping season, US search saw advertising spend up 8% Quarter over Quarter (QoQ) in Q1. Search spend was also up 8% when compared to Q1 in 2013.
  • Mobile device growth continues to normalize – US spending growth Year over Year (YoY) for tablets is up 79% while smartphones spend is up 107%. The slower growth rate is due to normalization as YoY growth is now off the larger base that resulted from the 300%+ rate of past quarters.
  • Engine Market Share Remains Steady – The Yahoo!/ Bing Network held on to its US search market share in Q1, with 22.9% of spend vs. Google’s 77.1%, barely up from last quarter’s 22.7%.
  • Programmatic Display Trends – Q1 saw a seasonal QoQ decrease in programmatic display KPIs for Retail marketers. The travel vertical saw growth, where programmatic display spend increased 3% QoQ, yielding a 25% increase in clicks and a 49% increase in impressions.

“Mobile device traffic is still sizzling, but has begun to stabilize when compared to past quarters,” said Roger Barnette, President of IgnitionOne. “What we are seeing now is increases in efficiencies, especially within the Yahoo!/Bing network where marketers have ability to control and optimize their mobile advertising to a greater degree.”

To read the full report, click here.