'Media Planning & Buying' Category

2015 Just Around the Corner: So What’s the Skinny on Digital Marketing Trends?

Posted by Neal Leavitt on October 26th, 2014 at 4:37 pm

Quality content. Content marketing. Mobile-friendly content. Ad retargeting.
Scores of pundits and prognosticators awake and arise this time of year from their marketing crypts to make predictions, outline scenarios on what they see as hot digital marketing trends for the upcoming year. And we see a lot of those aforementioned terms – and others – you know what some of them are - year-after-year, being bandied about and re-purposed.
To use some pirate vernacular, “arrrggggghhhhhh!”
All good-intentioned, most impart a lot of useful info-nuggets but it’s easy to get lost in the morass.
So is there anything really interesting that might help drive awareness of products/services, and ultimately sales next year?
Yup.
Internet Retailer recently did a search marketing survey (full results being published in November) from mid-September to mid-October encompassing responses from 95 participants; about two-thirds identified themselves as working for web-only retailers.
Some interesting survey snippets:
• 46.2% reported increased traffic to their e-commerce sites over the past year through natural, or organic search;
• 32.9% generated at least half of their online sales through their paid search and organic search programs combined;
• 40.3% said their search marketing budgets increased over the past year;
• 53.3% said they would increase their pay-per-click search spending... Read more

The future of fraud in programmatic

Posted by Agata Smieciuszewski on October 24th, 2014 at 1:30 pm

By now, marketers have been inundated with information about the rise of programmatic. The future of media buying is definitely hand-in-hand with programmatic, but currently, the biggest threat is fraud. Fraud is obviously bad for everyone involved in the marketing channels, but will it ruin programmatic?
At the ThinkLA Programmatic Summit in Beverly Hills on October 23, 2014, keynote speaker Noah Elkin, executive editor at eMarketer, dove into some very important facts for marketers to consider when planning their strategy. According to the eMarketer study, which was the first forecast on programmatic spending, consumers are now online on various mediums an average of 6 hours a day. Also, US programmatic ad spending will pass $10 billion this year (See more here.)
But where does fraud fit in? IAB's vice president of technology and ad operations Scott Cunningham presented an analysis of different kinds of fraud threatening marketing channels today. Cunningham also outlined how IAB works to create accountability, eliminate fraudulent traffic, combat malware, fight internet piracy, and promote transparency. These pillars are the backbone of keeping the bright future of programmatic from being overshadowed by fraud.
Will fraud be a large threat forever? Probably not. Although the fraud issue will never be 100%... Read more

The Future of Search: Drive Big Profits with Competitive Intelligence

Posted by Kent Lewis on October 23rd, 2014 at 5:27 pm

In the second to last session of the day, Michael Sticker, Director of Marketing for SEMrush, stepped up to discuss competitive intelligence and search marketing. The first topic Stickler covered understands the value of organic traffic and how to put a dollar value on it. Of course this is what his platform does and as a customer, I can tell you it is a powerful competitive intelligence tool. He included links to helpful reports that outline how much Fortune companies spend on paid search that will be available on SlideShare soon. He cites Patel’s generously detailed blog posts with insights, most recently on how he grew traffic 174 percent with is latest startup. He spent a good deal of time walking through the SEMrush platform and recommended a few other tools like MOZ FollowerWonk.
Jamie Smith with EngineReady and iSpionage followed Stickler to provide perspective from the paid side of search in regards to competitive intelligence. Smith outlined seven spying strategies to dominate your competition. For starters, there are four components to measure:

Visibility: impression, rank or position)
Creative: click-through rate (CTR) or conversion rate
Continuity: CTR, bounce and conversion rate
Conversion: conversion rate, cost per acquisition (CPA), return on ad spend (ROAS) or return... Read more

Startup Marketing Conference: Storytelling Rules Marketers Need to Know

Posted by Kent Lewis on October 23rd, 2014 at 3:32 pm

At the Startup Marketing Conference, the early afternoon panel on social media and storytelling included the following experts:
Colleen Pettit, Digital Media Manager, DoubleClick (panel host)
Todd Wilms, VP Digital, Neustar
Olivia June Poole, Director of Community Development, RocketSpace
Brewster Stanislaw, CEO and Co-Founder Inside Social

The first question related to content being king and how important it is overall. Stanislaw guided startups to focus on who the content is being produced for and how it can best be distributed. Poole reminded everyone that storytelling is more difficult when you don’t have an existing users, so it is important to get the stories out there early. Wilms took a more jaded approach, and cautioned against content for content’s sake. Take the time to find your voice before ramping up content.
The second question related to finding your story as a startup. Poole suggested interviewing early adopters to find out why they appreciate the product. Sans users, focus on education and thought leadership to start to build your story.
The third question addressed the conundrum of outsourcing content development to agencies or others vs. building it in-house. Poole indicated that agency partners are a luxury, so use them wisely (learn from them then do it on your own).... Read more

Startup Marketing Conference: 7 Keys for Creating Awesome Content that Converts

Posted by Kent Lewis on October 23rd, 2014 at 12:32 pm

In the third session of the day at Startup Marketing Conference in San Francisco, Jason Miller, Senior Marketing Manager of Content Marketing & Social at Linkedin and Megan Leap, Principal at LEAP, covered content marketing. Miller opened with a plea to startups to being their content marketing now. He cited Geoffrey James’ three elements of content: 1. On-Demand 2. Solution and 3. Transcendent Empathy as a framework for content development.
Miller then introduced the concept of The Rock: a big piece of important content. I started to lose him here, as Miller talks faster than the FEDEX guy. He then compared content to a big turkey and how it can be repurposed in a variety of ways (dinner, lunch sandwiches and maybe a salad). His example was The Sophisticated Marketer’s Guide to LinkedIn and how he and his team repurposed the content they created in a variety of form factors. His Bat out of Hell marketing approach to content marketing means hit them where they live and keep hitting them until they break.
Results were shared by Miller, focusing on which channels worked best. Promotional channels included email, blog, InMail, company page, SlideShare, social platforms, etc. His slices of the turkey (elements... Read more