Interactive Content: The Successor Of The Landing Page

Passive vs. Interactive Content Conversion I've written about marketing apps and their role in the 4th wave of content marketing in my past two columns, describing some of the concepts behind them. To me, they are the interactive successor of the landing page -- the next generation of lightweight web experiences for marketing campaigns. This month, I'd like to share some independent evidence about how well interactive content performs in that role. Millions Of Reasons To Like Quiz Content As marketers are told to behave "more like publishers" with content marketing, it can't hurt to look at what the most successful digital [...]


MailChimp, Hootsuite & Google Are Among Most Recognizable Marketing Software Brands

ml-brand-survey You can define the term "market leader" in a number of ways -- company size, sales, profits, stock price and more. Another important one is "brand recognition," and that's what we set out to measure in our Marketing Land 2014 Marketing Technology Survey. You may recall that we already reported on unaided brand recognition, where we asked Marketing Land readers to identify -- without any names to choose from -- the marketing technology brands they think of first. (Google, Moz & Hubspot were the most recognized.) In that same survey, we also changed up the questioning and asked our readers [...]


Big & Small Businesses Use Most Of The Same Marketing Technologies … With This One Exception

ml-survey-2014 When it comes to the use of marketing technologies, enterprise-level companies and small businesses have a lot more in common than you might think. In our Marketing Land 2014 Marketing Technology Survey, more than 90 percent of SMBs and enterprise companies said they use analytics software. More than 70 percent of both groups use email marketing software. More than 50 percent in each group say they use SEO software. The adoption levels are similar when we asked about the use of social media management software, PPC and even marketing automation technologies. But there was one area where [...]


Survey: 80% Of Marketers More Optimistic This Year With 62% Increasing Data Budgets

Infogroup Targeting Solutions logo 2014 Marketers are upbeat this year, with 80 percent of the respondents for an Infogroup Targeting Solutions (ITS) survey claiming to be more optimistic about their organization's marketing efforts than they were last year. Conducted during last October's Direct Marketing Association Annual Conference, the survey discovered 62 percent of the 370 marketers polled expected data-related expenditures to increase this year, with 39 percent already witnessing a positive return on data investments. ITS's survey focused on data and analytics issues, covering topics like budgets, expected ROI and 2014 pr [...]


Infographic: The Evolution Of The Marketing Department From “Push” To “Pull”

evolution-of-marketing-infographic Long gone are the days when marketing departments could just "push" whatever they wanted to customers. Consumers are actively seeking out and "pulling" in product information through search engines, social media and other channels. Half of shoppers they're better informed about products than store associates selling those items. The folks at Adecco have made an infographic with some stats on the "push-to-pull" shift that has been happening, from the change in media consumed, to new shopping habits, the growing importance of social and how the marketing job market is playing catch-up. Most d [...]


Google, Moz & Hubspot Are The Most Recognized Marketing Tech Brands In Marketing Land Survey

winners-podium-featured It wouldn't be too hard to make a list of the things that Google, Moz and HubSpot have in common: they provide marketing technology products. They have legions of customers and fans. They speak and exhibit at industry conferences. And more. They also have one of the most valuable things any company could hope for, in any industry: name recognition. Those three companies topped the results in Marketing Land's recent, exclusive Marketing Technology Brand Survey. Between November 20 and December 20, 2013, more than 600 of our readers took the survey, which asked this question: "List the [...]


Old Guard Industries Now Driving Growth In B2B Online Advertising

For the first time, established industries such as financial services and manufacturing are fueling the growth in real-time bidding in the B2B sector. While software and technology companies have been on the leading edge of adopting new marketing and advertising technologies, the financial services and manufacturing industries caught up last year. That's according to new research from DemandBase, an automation and targeting platform for B2B companies, that looked at activity from B2B marketers in over 20 verticals using the platform in 2013. [caption id="attachment_70039" align="alignrig [...]


85 Percent Of Enterprise Advertisers Now Using Programmatic [IAB Study]

display-ad-here-featured A new IAB report finds widespread adoption of programmatic among enterprise-level marketers: 85 percent of surveyed advertisers said their companies have bought digital media through real-time bidding platforms, and 72 percent of publishers said they support programmatic buying. In the next two years, 91 percent of advertisers and 83 percent of publishers expect their organizations to pursue programmatic approaches to media buying. More than half  (55 percent) of enterprise advertisers are adopting programmatic ad buying to target consumers more effectively, and 49 percent say they are [...]


Less Than Half Of Digital Marketers Say They Are Highly Proficient At Digital Marketing

adobe-logo-180px In a somewhat sobering poll of 1,000 US marketers, just 48 percent of those who identified as "digital marketers" said they feel highly proficient in digital marketing. And they think even less of their cohort: only 40 percent think their team colleagues are highly proficient in digital marketing. The study, titled Digital Distress: What Keeps Marketers Up At Night was commissioned by Adobe and produced by Edelman Berland, measures marketers' confidence in their own skills, effectiveness and ability to measure the impact of their digital efforts. Yet, from even more depressing stats such [...]


Study: Email Lands More Customers Than Facebook Or Twitter, But Still Fewer Than Organic Search

email-marketing-featured A new report from marketing software provider Custora found that customer acquisitions gained via email marketing has quadrupled since 2009, with email delivering more customers than Facebook or Twitter. According to the report, email accounted for only .88 percent of online customers acquired in 2009, but that number grew to 6.84 percent by Q2 2013. Facebook and Twitter's combined customer acquisitions have accounted for less than one percent this year. Even after an upswing of nearly seven percent during the last four years, email still falls behind organic search, which has accoun [...]


Nielsen Study Reveals 4 Out Of 5 Yelp Users Stop By Yelp Before Making Local Purchases

yelp icon According to a Nielsen survey commissioned by Yelp, four out of five Yelp users visit Yelp.com before spending money, and 93 percent say that visiting Yelp leads to a local purchase. When asked why they use Yelp, 82 percent said they typically visit Yelp because they intend to buy a product or service. Of the participants identified as Yelp users, 89 percent said they typically make a purchase within a week from the businesses they find on Yelp. The 93 percent who said Yelp leads to a local purchase included participants who responded always, frequently, or occasionally. When asked [...]


Studies Show Google Enhanced Campaigns Fuel AdWords CPC Rise

google-g-logo-2012 One of the first reactions many advertisers had to Google's enhanced campaigns announcement in February was that CPCs would rise -- more advertisers would enter mobile auctions, pushing mobile CPCs up, and tablet CPCs would rise as a result of being tethered to desktop bids. Early reports from Adobe and iProspect seem to show the higher CPC theory bearing out. Adobe found CPCs rose 6 percent across devices in the past three months. Based on last quarter's performance, Adobe now predicts Google CPCs will start rising for the first time in two years. iProspect also reported CPC in [...]


Death Of The Digital-Only Agency? Marketing Students Say It’s Coming In 10 Years

the-end-200px If you run a standalone digital agency or an agency that specializes in a specific vertical like social media, your days are numbered. That's the conclusion of a recent study of more than 2,000 European marketing students -- in the UK, France, Spain and Belgium, to be more specific. The study, "Next Generation of Marcoms," asked a variety of questions to students between 20 and 25 years old that are studying Advertising, Marketing Communications, Design, PR and Events. (Note for those who may not know: "Marcoms" is short for marketing communications and is commonly used to describe a hol [...]


Amazon Ad Revenue Jumps 45 Percent, Tops $600 Million [Report]

The world's largest online seller generated nearly $610 million in ad revenues last year according to a new report from eMarketer. The e-commerce giant is making a play for more digital ad business with substantial efforts to build out its in-house ad tech capabilities and expand its offerings on mobile through the Kindle and apps. Last year's revenue jumped 45.5 percent from 2011, and the company's ad revenue growth is expected to increase nearly 37 percent this year to $835 million after traffic acquisition costs (TAC). eMarketer assumes that, unlike competitors like Google, Amazon does n [...]


Sharethrough Mobile Platform Launches To Power Native Advertising On Mobile Devices

Sharethrough Mobile Native Ads Today, native advertising company Sharethrough announced the launch of Sharethrough Mobile, a platform that allows advertisers to promote branded content through native ads across mobile devices. Sharethrough uses proprietary technology called Real Time Templating (RTT) that enables the platform to identify the style elements of any webpage and match the look of each individual ad to that environment. RTT also adapts to any future style updates publishers make to their templates so ads stay consistent with the new elements. Below are examples of how Sharethough mobile ads appear across d [...]


eMarketer: Mobile To Win 15% Of Online Retail Sales This Year

mobile-payment-wallet-featured A new report from eMarketer estimates that 15 percent of online retail sales will be made on a mobile device this year, climbing upwards of $39 billion by the end of 2013. The majority of sales will be made from a tablet with only 35 percent of m-commerce happening via a smartphone. This year's expected m-commerce sales reflect an 11 percent increase from 2012. Total m-commerce sales are projected to reach 25 percent by 2017, topping out at $108 billion in the next four years. This year's $39 billion in retail m-commerce sales is nearly triple the amount earned in 2011. According to [...]


Study: Millennials More Comfortable Sharing Personal Data For Targeted Ads & Relevant Offers

personal-data-privacy-featured A recent survey conducted by the USC Annenberg Center for Digital Future and Bovitz Inc., revealed "Millennials" (those 18-35)  have a different attitude than Internet users 35 years and older when it comes to sharing their personal data online with businesses. While 70 percent of Millennials agreed with the statement, "No one should ever be allowed to have access to my personal data," 56 percent said they would share their location with a nearby company in return for a relevant coupon or promotional deal. Only 42 percent of users 35 years and older agreed they would share their location. [...]


Survey: 92% Agree Ad Supported Online Content Is Important To The Overall Value Of The Internet

Digital Advertising Alliance poll In a poll commissioned by the Digital Advertising Alliance (DAA), 92 percent of 1,000 Americans surveyed agreed that free news, weather, email, blogs and video content was either somewhat or extremely important to the overall value of the Internet. Less than 10 percent of the people polled would prefer an ad-free Internet where users paid to access  blogs, entertainment sites, videos and social media sites, while 75 percent surveyed said they prefer the existing Internet model where most content is free, but includes ads. Conducted earlier this month, the poll measured attitudes reg [...]


TripAdvisor Proactively Adopts Viewability Standard With “Delayed Ad Call”

Trip-Advisor-logo TripAdvisor ushered in a big change to their display ad placement platform last week that could have repercussions well beyond the travel industry.  In a proactive response to ad industry initiatives to move from a "served" to a "viewable" impression metric, the company announced last week that it launched "Delayed Ad Call". Advertisers will be charged for an impression only when a user scrolls to the area of the page where the ad is shown. TripAdvisor's VP Global Display Sales, Martin Verdon-Roe told Nick Vivion at Tnooz.com It means that not only are our ads more trustworthy but the [...]


Microsoft Study: Multi-Screen Behavior And What It Means For Marketers

mobile-devices-screens-featured We all know the day of multi-device and cross-screen usage is here. The challenge for marketers is to understand how to communicate effectively with consumers as they engage with multiple devices simultaneously and sequentially throughout the day. A new study commissioned by Microsoft, titled Cross-Screen Engagement, aims to help marketers learn how users are engaging with multiple screens and to find opportunities to reach consumers "in their moment". In the two-phase study, Flamingo Research and Ipsos OTX interviewed consumers in five markets—Australia, Brazil, Canada, the UK and t [...]


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