What lies ahead for the digital advertising industry in 2015? Our in-house experts weigh in: What advice do you have for media planners and marketers putting together their digital strategy for 2015? Explore all possible avenues and multi-channel/multi-screen advertising … Continue reading
by James Green CEO, Magnetic Featured on Marketing Land, January 26, 2015 The Super Bowl is one of the largest televised events of the year, making it a quintessential vehicle for advertisers. Last year’s Super Bowl telecast of the … Continue reading
With the Super Bowl less than two weeks away, it’s time to start planning and implementing your related advertising campaigns, and using intent data to influence your audiences’ purchasing decisions. The Super Bowl is one of the most coveted promotional … Continue reading
Each year, marketers look forward to seasonal events and prime opportunities that can make a splash with audiences that matter most. Search activity and site-level data are the strongest signals of intent, and critical elements for digital campaigns aimed at … Continue reading
Digital marketing has taken over brands of all sizes. Some brands have moved massive amounts of dollars to digital advertising, while others are still testing the waters. The rising tide of data has made it a race for marketers to … Continue reading
by James Green CEO, Magnetic Featured on Marketing Land, December 1, 2014 The digital marketing industry is experiencing a major transformation. The current state of digital is directly tied to data. Data are everywhere, informing marketers about audience interests, … Continue reading
by James Green CEO, Magnetic Featured on iMedia Connection, Nov. 25, 2014 There are approximately 28 million small businesses in the U.S. alone, many of which have likely not even scratched the surface of effectively using digital marketing … Continue reading
Last week, Magnetic hosted our Attribution Revolution: The Mobile Series at LA’s Mr. C Beverly Hills. Our panel of industry experts discussed the mobile challenges currently facing advertisers, best practices and how the industry can help to solve for cross-device attribution. The panel included:
James Green, CEO, Magnetic
Dwight Crow, Product Manager for Direct Response Advertising, Facebook
Ed Haslam, SVP of Marketing, PlaceIQ
Nick Jordan, SVP of Product, Tapad
Paul Pellman, Head of Adometry, Google
To kick off the conversation, James Green asked panelists why mobile is important and beneficial for marketers. Paul Pellman reminded the audience that most people have a mobile phone in their pocket, and are now using that phone to interact online. “As a marketer, it’s an incredibly powerful vehicle if used appropriately, to really reach customers,” said Pellman.
For Ed Haslam of PlaceIQ, mobile is all about the data. “Mobile is emitting a constant stream of data that helps us to understand consumers.” According to Haslam, by analyzing behavior on mobile when consumers are in the ‘real world,’ marketers can start to see consumers as real people, thus allowing marketers to cultivate a much more intimate relationship.
Green then probed panelists about the difference between having a cross-device strategy and a mobile strategy. All panelists seemed to be in agreement that mobile is most effective when part of a larger strategy, and not a standalone element. “You have to think about it as part of a greater, integrated campaign,” said Haslam. To expand on this point, Jordan reminded the audience, “You’re not just marketing to devices anymore, you’re marketing to people.” And while the individual message may be different across devices, all messages need to work together to ultimately drive a consumer action.
Facebook’s Dwight Crow approached the question differently, defending the strategy of “mobile-only”. “If you’re doing brand advertising, and you have a good offline measurement system…you can do just mobile.” That being said, Crow made sure to note that if you want to implement a brand-evolving narrative tailored to an individual, you need a cross-device strategy. DR advertisers also need to be aware that consumers often start their path to purchase on one device, and end it on another. Without a cross-device strategy, marketers will miss a large number of conversions.
Panelists went on to discuss further issues and challenges, including in-app vs. mobile web targeting, how mobile has changed attribution, and the future of mobile. Watch the full panel video to learn more!
Check out the full panel video and event pictures below:
by Soo Jin Oh SVP, Data Business and Ad Operations, Magnetic Featured on Marketing Land, November 6, 2014 The holiday season is a time when the symbiotic relationship between consumers and retailers is at its peak. Not only are … Continue reading
by James Green
Featured on Marketing Land, November 3, 2014
Marketers are constantly looking for ways to reach and engage new and existing consumers, so it’s no surprise that retargeting strategies have grown rapidly over the past few years.
An August 2014 study by Marin Software noted that 88% of US marketers polled use retargeting, and the majority (56%) of respondents which hadn’t implemented retargeting yet were planning to start executing it within 12 months.
Combining different forms of retargeting strategies allows marketers to reach, influence and convert customers through multiple touch points.
Data Is A Key Player
First, take a step back and consider all of the different forms of retargeting strategies that are available – email, site, social and search – and understand how they work together to reach prospects and push them through the funnel. The common denominator across all retargeting strategies is data.
While data differs by retargeting strategy, it provides varying degrees of what a consumer might be interested in, and this can all be used to “remarket” a particular user or audience.
Reach The Middle Of The Funnel
The beauty of retargeting is that it’s not limited to the bottom funnel. In fact, while marketing messages are important at every stage of the consumer funnel, many marketers overlook the middle and focus more heavily on the top and bottom stages.
The middle is where the consideration phase is and where your ability to influence a customer is the most critical.
Retarget On Social Platforms
The Marin Software study also found that social retargeting is on rise, with 67.1% of respondents saying they will increase their social retargeting budgets over the next year.
Facebook and Twitter both allow marketers to target audiences using their social networks – environments that are most often effective within the consideration phase.
Retargeting Reaches New Customers
Most consumers start all search activity within engines like Google or Bing. They search for something and leave the search engine to explore the product or service they are looking for on other sites. From there, they may take a break from their online exploration altogether, and spend their time on social, news or content sites.
At this stage, marketers can gain access to strong intent signals from new customers, derived from their search keywords and/or on-site behaviors during their online journey.
The Downside Of Siloed Retargeting Efforts
Taking a siloed approach to retargeting will only create less effective marketing programs.
First, and most importantly, you will not be able to assign proper credit for conversions across the different retargeting strategies. As a result, you will have an inaccurate view of which retargeting strategy effectively influenced your marketing efforts, which impacts business decisions.
Second, data becomes less effective when it is used as a stand-alone mechanism. The beauty of all this data lies within the ability to better understand your customer, both in terms of their journey from start to finish and how valuable they are to your business. Some customers are more likely to convert and engage than others, but you need multiple touch points to make those kinds of discoveries.
In the end, this will help marketers make smarter bids across real-time buying platforms because you can distinguish the value of a given user. Additionally, advertisers will receive a more complete picture of what their customers are actually interested in by tying their retargeting efforts together.
A bundled approach creates an efficient retargeting machine that constantly reaches new prospects, nurtures them through the funnel and ultimately, leads them to purchase.
Marketers must consider the audience they want to reach and plan campaigns that pull multiple levers in order to get in front of their customers. The world of online and digital marketing is highly competitive, but using these strategies in unison is sure to give you an advantage.