Archive for Keith Trivitt

The 'Hidden' Marketing Channel: Performance Marketing

Posted by Keith Trivitt on January 22nd, 2013 at 7:35 am

The release today of a major report on the growth of the online performance marketing (OPM) industry in the United Kingdom represents a seminal moment for this young industry. The facts and figures it provides are evidence enough that performance marketing is here to stay; that it is a mature, growing online marketing channel that provides significant value to advertisers and publishers.
As Chris Johnson of A4U details in an excellent analysis of the IAB / PwC OPM study, the affiliate marketing industry in the U.K. has been valued (alongside lead generation) as a £9 billion ($1.43 billion) revenue generating industry.
Key Highlights (courtesy of A4U)

There are c. 3,000-4,000 advertisers and c. 10,000 publishers actively engaged in Online Performance Marketing in the U.K. (in this instance — Affiliate & Lead Generation).
Advertisers expected to spend (through commissions, management fees, bonuses and other marketing spend) £814 million on Online Performance Marketing in 2012, generating c. £9 billion of sales for advertisers.
This spend was achieved through at least c.100 million transactions and an additional c. 70 million leads generated.
This is equivalent for c. 7-9% of U.K. digital marketing spend, and drives c. 5-6% of retail e-commerce in the U.K.
The largest end-sectors include Finance, Retail, Telecoms & Media, Travel... Read more

‘Nonline’ Shopping: The Next Great Digital Marketing Opportunity

Posted by Keith Trivitt on November 12th, 2012 at 11:30 am

As the 2012 holiday shopping season heats up, one trend many marketers and analysts will closely monitor is the concept of “showrooming.” Showrooming occurs when consumers try out merchandise in stores then go online to buy them, often at a discounted price.
Fifty-six percent of American consumers are expected to participate in some aspect of showrooming this holiday season, according to Mobile Marketer.
Showrooming is driving many brick-and-mortar retailers crazy as they attempt to thwart the effects of Amazon and other online retailers on their bottom line. It’s also causing several well-known global retail giants, including Best Buy, to seriously rethink the physical size and make-up of their stores.
So what’s a savvy retailer marketer to do in the wake of showrooming’s rise and dominance of commerce?
The marketing geniuses at Google might just have the answer. After surveying 1,500 holiday consumers about their shopping habits, Google has found that the “lines between online and offline commerce are blurring,” according to Direct Marketing News. Google details these findings in its recently released Pre-Holiday 2012 Consumer Intentions study.
Despite dire predictions within marketing ranks that consumers would start to skip physical stores entirely in favor of online shopping, Google’s study finds that isn’t the case. In fact,... Read more

How To: Recognize the Power of Brand Advocates

Posted by Keith Trivitt on September 6th, 2012 at 7:50 am

For years, public relations professionals have known of the power of brand advocacy. But in the digital age brand advocacy is evolving into the realm and responsibility of nearly every type of digital marketer. Whether you’re working on a search marketing campaign or overseeing a client’s display strategy, every marketer needs to understand and believe in brand advocacy.

Gmail Results in Search Reinforce Google’s Dominance

Posted by Keith Trivitt on August 27th, 2012 at 5:26 am

Google has always been a search marketing dynamo. It should come as no surprise that it has begun integrating personal Gmail results into search. It's a natural evolution of search marketing.

Does Facebook Have a Brand Problem?

Posted by Keith Trivitt on August 21st, 2012 at 1:07 pm

Facebook appears to be finally getting its act together when it comes to brand advertising! At least, that’s what we’re led to believe by the frenetic PR push the company has been on in recent weeks.