The web has provided marketers with an opportunity to develop leads early in a consumer’s purchase process, and marketers are turning to hard numbers to measure the success of their efforts. According to a January 2012 survey of marketing professionals worldwide conducted by research company MarketingSherpa, 52% of marketers said their top lead gen strategy for the next year was to meet or exceed quantifiable return on investment goals. That was followed by optimizing the marketing/sales funnel (51%), gleaning more audience insight (51%) and maximizing the lifetime value of customers (47%).
Nielsen has launched its Innovation Lab, a program to spur ideas and advancements in advertising effectiveness, and it’s looking for help from all. While Stanford Graduate School of Business is the first collaborator, Nielsen wants input from the industry, said Scott McKinley, Executive Vice President, Advertising Effectiveness, Nielsen.
“We will absolutely be working with all the parties at the table, particularly networks” he said. “While we’ve enjoyed decades of relatively stable, trusted measures for reach in television, [it] could be improved by figuring out outcome metrics for television so that an advertiser can understand how a television buy impacts sales. Television, let’s face it, is absolutely the biggest allocation of dollars today and as the measurement improves for digital there is pressure on TV to come up to par with where digital is going.”
The Lab’s main project is “solving the question of cross media advertising effectiveness,” according to McKinley. Other areas of import include studying advertising effectiveness for mobile.
The IDG TechNetwork is pulling the curtain off its new data management platform (DMP) today. The network oversees roughly 500 sites, including the tech and information publisher IDG’s own web extensions such as PC World,Macworld and CIO magazines. Peter Longo has been CEO of the IDG TechNetwork for four years and has held executive posts as several publishers over the past two decades, at places such as Inform, Zinio Systems, Ziff Davis Media and CMP. We spoke to him about his role as the head of the ad network as well as someone who understands publishers’ needs — and occasional nervousness — when it comes to programmatic buying.
As with almost all functions within a large and complex marketing organization, the Market Intelligence (MI) organization is under pressure to transform. In our recent discussions with top MI executives, three transformational trends stand out as “guidance” for this profession.
1. Transform the MI organizational model and team to be more proactive. MI staffs tend to be spread thin and rarely have the bandwidth to move out of “response” mode. IDC believes that the MI function needs to increase the self-service capability for the majority of its internal clients. Better information portals, and the tools and training to access these resources are key to this effort. In doing so, MI should then be able to place more active attention to the second guidance area which is:
eMedia Vitals/Scott Vaughn, UBM Techweb
B2B marketers understand that engaging customers in today’s environment requires a depth of high-quality content designed to attract prospects that seed their websites, feed their marketing programs and fuel their marketing automation systems. That’s an opportunity for publishers. Typical quarterly goals for today’s B2B marketer: Generate 25,000 leads, host 26 events, create and manage thousands of web pages and enable hundreds of sales calls. These mammoth goals and the expanded requirements that come with them are creating a great opportunity for savvy, nimble publishers that can evolve their culture and skills to navigate beyond traditional advertising into marketing services.
Worldwide, growth in the adoption of mobile devices is set to continue apace for the foreseeable future. So it makes sense, then, that marketers would be moving quickly to adapt to this new channel. But an April 2012 survey of business leaders worldwide by email marketing services provider Strongmail found that 55% of respondents were not currently using mobile as a marketing channel.
Despite this, those currently without mobile campaigns seem to see the writing on the wall—43% of them planned to integrate mobile into their campaigns within the next year. Another 32% said they planned to develop mobile campaigns in a year or more, while only 25% said they had no plans for a mobile campaign at all.