According to a study by the Association of National Advertisers released in July 2012, the top concern of digital marketers is return on investment (ROI). Nearly two-thirds cited their inability to prove ROI in “new media platforms” as the main factor holding back greater investment in it, followed by having the right metrics to determine marketing mix across traditional and digital channels, and the lack of understanding of digital among management and key personnel. So, we continue to refer to digital vs. traditional channels and tactics. And there was good reason for this up till now. Digital was only just a tiny portion of the ad spend. And the metrics were entirely different.
A high proportion of digital marketers who are using tag management technology report significant benefits from doing so, in some cases exceeding the expectations of those who are contemplating implementation of a tag management solution,according to Please login or create an account in order to access this content. an Econsultancy survey commissioned by Tealium and released in May 2012. The overwhelming majority of those considering a move from manual site tagging to tag management believe it will increase their marketing agility and speed of marketing activities (both at 86%), and more than 8 in 10 respondents who have implemented a solution agree (81% and 84%, respectively) on these benefits. In fact, marketers using a tag management solution are more likely to report benefits such as reduced tagging costs (82%) and increased site speed and performance (76%) than those considering the solution are to expect them (68% and 61%, respectively). Overall, 87% of respondents agree that managing website tags is fundamental to digital marketing.
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BtoB will honor 25 top digital marketers in its June 11 issue as well as at an awards ceremony in San Francisco in September. Editors will select the winners based on outstanding performance in developing innovative digital marketing campaigns, using new technologies and proving results for clients. Outside nominations are being accepted. Please supply comments supporting your nomination, including a brief description of how the nominee is using digital marketing in innovative and effective ways. The nomination form can be found atwww.btobonline.com/digital. The deadline for nominations is April 25.
Despite the rapid growth in popularity of mobile internet use, two-thirds of companies have yet to optimise their websites for mobile.
This is one of the findings from our Conversion Rate Optimization Report, produced in association with RedEye, and based on a survey of more than 700 client-side and agency digital marketers. It’s a missed opportunity, especially for retailers, as there are enough success stories now to show that mobile can work.
Last year marked the introduction of numerous new ad units from publishers and technology vendors eager to improve online advertising for consumers and their clients. Every fresh option is built with profitability in mind, of course, but there’s more to it than that. Typically, such trailblazers share four common goals: to improve the user experience, to provide brands with the ability to produce more engaging and more valuable ads, to make metrics make sense, and to draw more brand advertising dollars to the Web.
They are goals shared by another party with a vested interest in online ad units: the IAB, the organization that for years has been analyzing the state of the marketplace on an annual basis to determine which ad units are worthy of inclusion in its Ad Unit Guidelines. In 2009, something changed. The IAB formed the “Reimagining Interactive Advertising” initiative to include the input of agency leaders in addition to creative agencies and publishers. In other words, to leverage the wisdom of the crowd.