Slow Start to Everything


Well, this is embarrassing. We were supposed to sail away to Bermuda right after a big party at Pier 66 on Saturday, November 6th. And the crew was supposed to be 6 squash players plus 3 for a crew of 9. I allowed for three days of “weather hold” in case we didn’t get optimal conditions.

But then Mother Nature realized that I hadn’t paid her enough attention and shut down the party.

That was on Nov 6th. A freezing cold night. Many thanks to the couple of hundred people who showed up to see us off. Of course we only sailed around the corner to North Cove in Manhattan.

We are now at Nov 11th and I still haven’t left the area. On Monday the 8th in winds gusting to 50mph I sailed = well motored mostly – back to Westbrook which is where I’m waiting for permission from Nature to depart.

And as a result, no one in the crew can make it.

I’m in New York this evenign, scrambling for crew. And I’m not the only one, every boat on the Eastern Seaboard has been delayed and crew are a scarce commodity. Looks like I’ll be paying for mine.

Paying because I’m late.

Paying because I took Mother Nature for granted.

Paying because I will miss my beloved squash tournament.

Paying because my kids will get to Bermuda before me (we decided to have them fly on the first leg and then continue with us after Bermuda).

Paying because my Emma-Kate (my wife) now has to fly with the kids. They leave tomorrow morning.

Paying literally to have people sail with me.

What is they say about boats? A big hole in the water into which you throw money.

I cannot WAIT to get going. Even if it is with a bunch of paid strangers. It looks like the weather will let up around Saturday morning and then we have to split with alacrity as there is another system coming up right behind it and I don’t want Mother Nature to prove who is boss AGAIN.

From MarketingLand: Display’s the Thing

James Green, CEO at Magnetic and contributing MarketingLand columnist, talks about why display advertising is on track to be the hottest area of internet marketing in his latest article — Display’s the Thing.

One source comes from Forrester, which anticipates that search spending will shift to digital display. This is a result of high PPC for paid search and the rise of biddable display media. Forrester also predicts that display will account for 36% of interactive spend in five years.

Interestingly enough, James also credits Google as a viable source for the future of display. The proof is in the pudding — Google, which is the king of keyword search and AdWords, is now focused on display ads and mobile. James claims “Google’s reliance on display ads for growth speaks volumes.”

Visit “Display’s the Thing” on MarketingLand for the complete story.

Hold On To Customers Through Search Retargeting

There was an artsy little Robert DeNiro film that made a quick showing a couple years ago called What Just Happened. DeNiro plays a Hollywood independent film producer who’s trying to get a film made with an aging box office action hero (Bruce Willis). As the title suggests, reality is open to doubt and interpretation.

Think back to the holiday shopping season. The reality is that e-commerce sales stretched beyond Black Friday, beyond Cyber Monday and well into an entire Cyber Week. Cyber Monday itself spiked anywhere from 22 to 33 percent over 2010, depending on the estimate you subscribe to. Now, as retailers shift focus to the year ahead, it’s a very good time to ask, “What just happened?” What led up to this sales spike online, what was the nature of those sales, and what can we do to hold on to those new customers throughout the new year? With so many media channels available and a constant shift in consumer behaviors, e-commerce companies must find a consistent targeting strategy that enables them to reach, keep and grow valuable customer bases.

Traditionally, e-commerce companies have always put a large emphasis on understanding “what just happened” within the consumer purchasing cycle. Technology is available to help them understand that, which is great. But e-commerce has also evolved to know what is happening now and what will happen, so retailers can adjust accordingly to capture the in-market customer. This means moving brand messages to where the consumers are, based on behaviors. What just happened is that a lot of customers purchased goods. Even more of them entered the purchase funnel but didn’t buy, and instead they raised a hand, signaling intent.

Search, which represents the highest level of intent data, helps e-commerce marketers truly identify in-market customers based on behavior. When you combine the power of search data with display advertising, you’re able to deliver highly relevant content to in-market customers that have already raised their hands within the search engine. This, put simply, is search retargeting. With search retargeting, brands can find the user again, beyond the search engine, with graphical ads. Similarly, with site retargeting, advertisers can retarget consumers that have previously visited their site. These retargeting strategies help brands keep consumers engaged throughout the consumer funnel, and ultimately push them to convert.

Retailers that have been able to successfully leverage search behavior for their campaigns have done so by following a few key points. Instead of only analyzing their SEM campaigns, these successful retailer clients have extended their search campaigns into display advertising — i.e. content sites, where users are cited to spend roughly 96 percent of their time. Some retail clients have seen their return on ad spend at nearly 300 percent above goal, click-through rates for search retargeting nearly 3.2 times higher than run of network and ROI roughly 700 percent higher than their initial investment.

According to comScore, in 2010 retargeted ads increased trademark search behavior by 1,046 percent. And between May and December 2010, the number of U.S. marketers using site retargeting rose from 17 percent to 22 percent. It stands to reason that when the dust clears on 2011, these numbers will spike.

For online retailers, there is no more compelling time to put a display or text ad in front of a customer than after they’ve searched for a specific product. Search retargeting is placing your brand in front of the customer at the right point in the purchase decision cycle. With industry data showing that display advertising is on pace to triple by 2016, it is critical to find the intersection of display and search, which is how smart retailers are taking advantage of search retargeting. Other research points out the benefits of search for the consumer, citing that the average search engine user drives between 30-65 percent more value from search than any other media channel.

Every day, whether it’s Black Friday or Super Tuesday, a customer will search for a product that relates to your offering, providing a viable way to find that in-market shopper. Either you can observe that customer, learn from their behavior and let them go — or you can leverage the online behavior witnessed on the search engine or on an advertiser’s site, and use that knowledge to reach out immediately and convert them.


Originally published  by Adotas on January 20th, 2012

Alan Osetek, president of Resolution Media, also contributed to this piece.

Understanding Keywords In Search Retargeting

Its one thing to know what search retargeting is, but it’s another to understand how to make search retargeting work. At the heart of search retargeting are keywords (AKA – search data). In a new article on Search Engine Land, Magnetic’s Aaron Doades, Director of Product Management, analyzes keyword level targeting and how it differs from search engine marketing to display advertising.

When launching a search retargeting campaign, marketers should know how the characteristics of both search and display fit into this targeting strategy.

On one hand, keyword lists can derive from SEM campaigns. However, marketers should understand that search retargeting is an extension of SEM and keyword lists should scale beyond your search campaigns. Magnetic’s keyword generation tool helps marketers build extensive keyword lists that can be used in display. Search retargeting sits in the mid-funnel area and is designed to push consumers down the funnel. This differs from SEM terms, which are typically found very low in the consumer funnel.

In the article, Aaron uses a hypothetical example:

An SEM campaign for Best Buy might be targeting the term “Best Buy 50 inch Sony plasma TV sale.” This user is likely to convert in a small window of time, as he/she clearly knows exactly what they’re looking for and even the store they’re looking to buy from. However, if a search retargeting company were to target users who searched for this term, they’d be showing an ad to someone who has most likely already converted and would therefore be wasting ad impressions, and more importantly ad dollars.

To read Aaron’s complete article on Search Engine Land, click here.

From Search Retargeting to Social Change

Magnetic’s Meg Maginnis, a Founding Member of NYC Organization Sumeria Group Focuses on Social Change

Do you have a Magnetic personality? Meg Maginnis, Account Manager for Business Development at Magnetic, certainly does. Meg is one of the founding members of Sumeria Group, an organization that ‘uses social engagement to achieve social change.’ Through mentor programs and city-wide events aimed at young professionals, Sumeria group supports underfunded schools with both their time and funding. Founded in 2011, Sumeria has already completed two fundraising initiatives to benefit Harlem RBI Baseball and My Good Deed.

Meg says she is really lucky to be a part of such a young organization — “The people that I’ve met through Sumeria and the kids that we’ve been able to connect with are all really tremendous and inspiring individuals. We hope that we’re creating the foundation for something that will be around for many years to come.”Sumeria Group’s next event will be Winterfest 2012 on Saturday, January 21st in  New York  City. The goal of the event is to raise $75,000 to benefit St. Joseph  School in the Bronx. As part  of the St. Joseph School initiative, members are also participating in a mentor program  during  the months surrounding the event.


Buy tickets now for Winterfest 2012 to support Meg and Sumeria Group!



Interactive Marketing Trends Point to Search Retargeting

While TV remains the king of ad spending, Interactive Marketing is predicted to overtake its throne by 2016. According to Forrester, investments in digital (this includes search marketing, display advertising, email marketing, mobile marketing, and social media) will climb to $77 billion and represent 26% of all advertising.

What role do Search and Display play in the predicted growth of Interactive Marketing spend?

Source: Forrester Research Interactive Marketing Forecasts, 2011 to 2016

Search will remain the key player in interactive marketing ad spend, growing to more than $33 billion over the next five years. However, as marketers explore new marketing strategies and tactics, the search market share is expected to drop from 55% today to 44% of interactive ad spend by 2016.

Forrester’s forecast also shows that display advertising has a renewed momentum, with investments reaching $27.6 billion by 2016, claiming 36% of interactive spend. While a couple of elements play into this spending boost, one that stands out is the shift of search dollars to display. Forrester claims that marketers experiencing high keyword costs in paid search will look to biddable display media as another way to drive effective and cost efficient advertising.

The migration of dollars from paid search to biddable display media will mean a lot for search retargeting.

For more information on the Forrester report, click here