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Agenda 15

03/30/2015 - 04/01/2015 Amelia Island FL

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Top Tips To Achieve Best Value From Your Marketing Agency

IDG Connect 0811 Top Tips To Achieve Best Value From Your Marketing Agency

These agencies are, of course, excellent at demonstrating their value to the business, using a raft of measurements to prove the quality of the campaign – from website visits to conversions and brand awareness. These metrics will often look fantastic – and make life far easier for the Marketing Manager to make the case for additional budget. But how much impact does higher numbers of website visits have on a business’ top line revenues?  If the CFO turns the tables and asks the Marketing team that question most, to be frank, will have little or no concrete information.

Below are five top tips to ensure you get the best value from your marketing budget – or marketing agency:

Tip #1 – Track, track, track your leads

Digital marketing offers the compelling promise of accurate measurement and rapid time to market, enabling companies to not only gain new understanding into the value of the marketing investment, but also to ramp up those campaigns that are proving to be incredibly successful. However, take a step back – just where is the value being delivered? Increasing web site visits four fold or delivering 100% more leads looks fantastic – and certainly proves the marketing agency’s skills – but the devil is in the detail, how many of these leads are actually driving sales?

The reality is that most companies simply do not know. They are failing to track these leads through the business and have no idea how many are qualified out by the sales team; at what stage; and why? Without this information not only are the measures of campaign success irrelevant but the marketing agency has no information to use to refine the campaign to truly meet business needs.

Tip # 2 – Scrutinize the detail

Marketers need to scrutinize in detail the ‘leads generated’ and determine whether they are within the company’s key target markets and geographies; whether they convert into the expected sales pipeline at the ratio expected; and ultimately into closed deals. Essentially, companies need to measure, and not just estimate, the true return on marketing investment.

Continue reading for more tips…

 

Shoptalk: Don’t Call It Advertising Anymore

Editor and Publisher

Exactly 20 years ago, I was part of the team that sold the very first banner ads on the World Wide Web. On Oct. 27, 1994, Wired magazine flipped the switch that lit up HotWired, the “cyberstation” that ushered brands like IBM, Volvo, MCI, Club Med and—famously—AT&T into the digital age. From the humble origin of a dozen brands paying $15,000 per month for static banner placement with zero analytics, Web advertising is now closing in on $50 billion in annual spending. At precisely the same moment, the banner ad (and related forms like the 15-second video pre-roll and the mobile display ad) has become a social touchstone that evokes a firestorm of condescension and condemnation at every turn. But can the digital ad business really have been built and sustained through such a flawed delivery vehicle? Digital advertising was born to an Internet that people read and watched.  And advertising—well, that was a practice to be grafted onto the Web from other forms of publishing and broadcasting as technology and bandwidth allowed. Those first crude banners eventually gave way to larger, more picturesque ‘magazine’ ads and then to TV-style video spots.  The business grew even as it continued to miss the larger point. Over these two decades, the Web has become something everyone does—not something they watch or read. We look for answers, we pass jokes back and forth to one another, we buy stuff, and we settle arguments. Always on, always in our hands, the Internet has become an extension of us as people. But advertising, mostly, has not kept up. And does content no longer matter? Or does it matter more than ever? The maddeningly simple answer is that it matters when it matters; when it’s closely aligned with the experience the consumer is living at that moment in time. And not for its own sake.

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What Ad Buyers Still Don’t Get About Sponsored Content

Contently

BuzzFeed, valued at $850 million this past August, has invested heavily in sponsored content. Yet as a recent story from The Wall Street Journal reveals, advertisers still aren’t sure what they’re getting out of the new media giant’s primary source of revenue.

While virtually every major digital media property seems to have a branded content studio these days, none has pinned as much of its success on native advertising as BuzzFeed, which does not run traditional display ads on its site.

As such, you would have to think the company’s financial stakeholders were displeased to read that, according to one major ad buyer, only 15 percent of clients who syndicated sponsored content on BuzzFeed in 2013 returned for 2014.

From the sound of things, brands have been hesitant to return to BuzzFeed because they have not yet been able to directly link sponsored stories to product sales—a line of thinking that fundamentally misunderstands the role content marketing plays in a company’s long-term success.

As DigitasLBi’s chief investment officer, Adam Shlachter, put it to The Wall Street Journal, “Social lift and buzz is great, but I have to know if that means I will sell more toothpaste.”

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How to Promote your Business Away from the Internet

IDG Connect 0811 How to Promote your Business Away from the Internet

Marc Michaels is Director of Behaviour and Planning at the GIG at DST. As a marketing professional and procurement expert with extensive experience, Marc has become a champion for marketing communications for 28 years. As Director of Direct and Relationship Marketing and Evaluation at the COI, he managed a team of 50 professionals delivering hundreds of high profile government behaviour change campaigns involving direct mail, door drops, e-mail, contact centre and fulfilment, household distribution, field marketing, customer relationship management and campaign evaluation across all major COI clients. Now at the GIG at DST Marc now provides ‘end to end’ consultancy across strategy development, planning, implementation and evaluation. 

Marc is a life-time Fellow of the Institute of Direct Marketing and industry speaker. His extensive experience in marketing has provided Marc with a unique stance. He believes wholeheartedly that marketing doesn’t just have to be digital.

In a tough economic climate where competition is rife it can be difficult to generate business exposure. From large businesses to SMEs, companies are constantly trying to market themselves better. Often this will be through the multitude of emerging digital channels that have opened up a wealth of opportunity for the savvy marketer. Channels like Twitter, Instagram and Facebook, to name only three, have made it easier and less expensive for businesses to promote themselves, if they have the skills and time to exploit them. However, whilst these new and flashy channels may look attractive and appear cheaper, it is important not to be seduced by them exclusively. Too many marketers are too quick to abandon physical marketing, perhaps because these particular methods are seen as outdated or untrendy compared to an eye-grabbing Vine or promoted Facebook post. Relying solely on social channels exclusively is flawed. Even within our continually and rapidly evolving digital world, offline solutions can still be right for your business.

Check out his tips here… 

 

Linkedin is the Favorite, Internet of Things & The Importance of Email

IDG Connect 0811 Linkedin is the Favorite, Internet of Things & The Importance of Email

While a lot of last week’s spotlight was on Katy Perry’s infamous Superbowl left shark, in the marketing world there was much talk about LinkedIn, the Internet of Things and Email.

Linkedin is the Favourite for B2B Tech Content

IT buyers still heavily rely upon traditional content to educate themselves throughout the customer journey. White papers are viewed as the most popular type of content buyers consume to receive analysis of technology or business issues and trends. However, more buyers are beginning to see the value of accessing content through social platforms.

As buyers are seeing this value, more marketers are beginning to adapt their content to social with 81% of marketers now creating content specifically for social media, according Eccolo Media report. However, when it comes to their platform of choice, their behaviour doesn’t match their expectations.

The report found while 21% of buyers receive vendor collateral through tweets, only 6% expect Twitter to be a source of content. Similarly, when asked which social channels they have received vendor content through, more respondents say Facebook than LinkedIn. But when asked which social channels they’re most likely to consume vendor content from, LinkedIn is the most popular platform. In other words, technology buyers actually receive more vendor content through Facebook but perceive LinkedIn as the more likely channel to receive such content.

This perceived preference for LinkedIn is supported from IDG Enterprise’s recent research which shows three-quarters of B2B technology buyers rely on LinkedIn, while less than half turn to Facebook. Demonstrating a brand victory for LinkedIn and opportunities for marketers in the future.

Read More… 

The New Premium: How Programmatic Changes The Way Advertisers Value Inventory

AdExchanger

Five years ago, if I told anyone in our industry that I wanted to buy or sell “premium” inventory, we’d all picture the same thing: inventory that was bought or sold directly between a media buyer and publisher’s salesperson. Maybe it would be home page inventory or a section front, a page takeover or rich unit. Or perhaps it would just involve a specific publisher that we agreed equated to “premium.”

New programmatic technologies are radically changing how we think of inventory overall, especially the term “premium.” Inventory is no longer one- or two-dimensional – the definition has become much more complex. It is a multidimensionally defined set of attributes that includes traditionally “publisher-controlled” inputs, such as page location, dimensions of the creative, category and content adjacencies. But today there are additional overlaid attributes that flesh out the definition.

Advertisers can bring their own data to the dance, which we’ll hesitantly call “first party,” and overlay additional data sources, which we’ll hesitantly call “third party.” And beneath the surface level attributes are underlying components that can be much more dynamic. These components can help predict how effectively an impression can drive a campaign’s goals or outcomes.

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Social Media Now Drives 31% Of All Referral Traffic

Forbes

The report suggests that it may be time for Pinterest to rethink its target market if its going to experience growth in the coming year: “Principal Analyst at Forrester, Nate Elliott, calls Pinterest a condundrum. Elliot says, “Pinterest is confusing. It’s a bundle of contradictions: at once it offers marketers huge potential and huge frustration.” Select brands recognize its commercial value and have invested big dollars on ‘Pinfluencers’. But the platform has yet to realize its full potential. To do so, it needs to quickly shed its isolating for-women-only image and develop more mass-market appeal.”

Given these findings, you may be wondering how best to drive social traffic to your own website or blog. Given Facebook’s value as the #1 driver of referral traffic over the past 3 years, here are some strategies you can use to help drive your Facebook traffic to your website or blog.

Continue Reading…

Digital Marketing Budgets Increase and Social Media Postings

IDG Connect 0811 Digital Marketing Budgets Increase and Social Media Postings

This week I will be looking at the increase in digital marketing budgets and the most effective times to post content.

80% of Companies Plan to Increase their Digital Marketing Budgets

As more companies see the importance of digital marketing, it’s expected that 80% of companies are planning to increase their budgets in the next 12-18 months according to Mondo’s recent study, The Future of Digital Marketing. It is foreseen that in the next three – five years company revenue driven by marketing will increase by 30%.

Over the past 15 years this dramatic shift from traditional to digital media has caused changes in consumer behaviour. This has lead marketing to rethink its positioning and adopt a digital mindset to meet this shift as 98% of marketers see the role of the traditional marketer continuing to change.

According to study, the main forces that have caused this change are the increased number of channels to reach the audiences, innovative ways to think about customer engagement and the challenge of breaking through the noise of the target audiences.

This has driven a change in marketer’s skillset as more organisations are moving away from the traditional skills. Mondo found marketing departments skill are made up of digital/social (54%), content creation (44%), big data/analytics (33%) and mobile strategy (30%).

All this goes to show, the evolution of marketing and technology has weakened the traditional marketer’s role as more companies align themselves with the digital age.

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4 Trends in Demand Generation for 2015

ClickZ

In the coming year, marketing will continue to evolve, while data will be more important than ever.

Demand generation will be a bigger focus than ever for marketing departments this year. While the role of a demand-generation marketer did not even exist 10 years ago, there’s now a clear understanding that marketers are responsible for forecasting and driving revenue. In fact, an increasing number of companies now require marketing to demonstrate its impact on revenue.

The demand generation is now a discipline of its own, and within that discipline, here are three trends that will evolve this year:

Continue Reading…