In 2009, comScore and Starcom produced a joint study of clickers that concluded 8 percent of the Internet audience is responsible for 85 percent of the clicks.
This report elicits an examination of your frequent clickers and whether they are the audience your brand is looking to reach. This is fundamentally important to consider before selecting click-through rate (CTR) as a campaign metric.
Search Engine Watch
Every week we hear about or read another “PPC wish list” that outlines all of the features that Google AdWords, Microsoft adCenter or even Facebook should build into their respective advertising platforms. Each list builds on the last as PPC managers the world over desperately try to improve functionality and reporting capabilities. Typically, these platitudes fall on seemingly deaf ears.
List growth is a perennial top priority for email marketers. Today, it’s even more important to grow your list with quality sales leads to keep your messages in your readers’ priority inboxes and to lessen the risk that an ISP will block your messages because of outdated, nonfunctioning, or bogus email addresses.
IDG news release
FRAMINGHAM, Mass.–IDG now offers tech marketers in the US the ability to exclusively target the world’s largest multinational public companies with high-volume online ad inventory and obtain qualified leads. The IDG Target Account 360 (TA360) program harnesses the collective reach, audiences, and databases of IDG’s US media websites including CIO, CSO, Computerworld, InfoWorld, ITworld, Network World, PCWorld, and Macworld. TA360 includes audiences from the IDG TechNetwork, an ad network and exchange, and IDG Connect’s database of IT buyers.
TA360 focuses on public listings of the world’s 2,000 largest companies as compiled by Forbes magazine. With the TA360 program, marketers will be able to present ads based on the IP addresses of those companies as employees visit IDG media sites and sites in the IDG TechNetwork. The TA360 program runs for three months and will be limited to four campaigns at any one time, preserving the exclusivity of this premium marketing program.
According to recent research from Maxifier among senior decision makers in digital marketing agencies, 68% viewed conversion rates as either extremely or very important when optimizing online display campaigns focused on brand awareness, compared with 59% who cited brand engagement.
IDG’s new Targeted Accounts 360 (TA360) program is aimed at helping marketers target their ads to a premium audience while guaranteeing a minimum of almost 700 qualified leads within a three-month period. TA360 includes IDG media sites and sites in the IDG TechNetwork, an ad network and exchange. The Forbes Global 2000 list ranks the world’s public companies as measured by a composite of sales, profits, assets, and market value.
Visitors who are from the Forbes list (identified by their IP addresses) and go to a US IDG media site (CIO, CSO, Computerworld, InfoWorld, ITworld, Network World, PCWorld, or Macworld) are served the ads from a TA360 client. If visitors then go to any of the IDG TechNetwork’s 480+ sites, they are then retargeted with an ad from the same TA360 client.
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With the primary goals of gaining new customers and raising brand awareness, 66% of b2b marketers will launch new ad campaigns this year, according to BtoB’s “2012 Outlook: Marketing Priorities and Plans” study.
The report, now in its ninth year, was based on an online survey of 343 b2b marketers, conducted between Nov. 21 and Dec. 12. It found that the top goal of b2b marketers this year is customer acquisition (cited by 75% of respondents), followed by brand awareness (15%) and customer retention (10%).
BtoB daily news
New York—B2b marketers are moderately bullish with their spending plans for this year, with very few budgetary cuts scheduled and the focus firmly on customer acquisition and online media.
“It’s a relatively positive outlook for 2012,” said Bob Felsenthal, publisher of BtoB, while presenting the publication’s “2012 Outlook: Marketing Priorities & Plans” survey results at a meeting of the Business Marketing Association New York City chapter here today. “Only 7% of marketers expect their budgets to be cut this year, but their media spending plans have changed significantly: 74% anticipate spending increases in online media.”