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.”
Content Marketing Inst.
What if I told you the last three digital paid media campaigns that my company, lonelybrand, executed earned an average 31.92 percent conversion rate? (To be clear — we’re talking about the number of successful conversions divided by the total number of paid clicks.)
My father used to say, “If you live long enough, you see history repeat itself.” After 30-plus years as a B2B marketer, I can attest to the wisdom of his adage as it applies to lead-generation success. It has become clear that regardless of the vertical industry, product or service being marketed, decade, price point, or length of the sales cycle, the basic formula is the same. It’s what I call “the formula of the four multiples.”
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Automated ad exchanges featuring real-time bidding (RTB)have proven to be a viable option for selling remnant inventory.Recent research from Econsultancy and the Rubicon Project found that 44% of publishers sell their online display advertising via RTB exchanges, which has resulted in a 20% lift in remnant display ad revenue.
Separate research conducted by IDC for PubMatic projects RTB ad spend to reach $6.5 billion by 2015 in the U.S., France, Germany and the United Kingdom. RTB spending as a percentage of all online ad spend in the United States will rise from 10% this year to 27% by 2015.
Direct Marketing News
Contextual targeting. Behavioral targeting. Search retargeting. Targeting specific consumer sectors has become table stakes in combating banner blindness. However, email retargeting — a data-driven, lower-funnel approach that the industry experts call a no-brainer — seems to be far off marketers’ radars.