Monday, October 20, 2014

Embracing Technology Leads to Business Success [Study]

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After surveying marketers and rating their businesses, Forrester Consulting found that those who qualify as modern marketers are more likely to exceed their revenue goals and become industry leaders.

There's a strong correlation between being a "modern marketer" who embraces technology and greater business success, according to a new report by Forrester Consulting entitled, "Why You Need to Be a Modern Marketer: The Business Impact of Marketing Maturity in the Age of the Customer."
In the study commissioned by Oracle this past spring, Forrester Consulting surveyed 492 senior marketing executives from the USA, U.K., Germany, and France regarding the role of technology in their marketing habits. The marketers were graded on seven criteria and classified into four categories: novice, developing, experienced, and modern marketers. Most of those surveyed fell in the middle; only 11 percent were classified at the top as "modern."
Of the top scorers, 44 percent reported exceeding revenue goals by 10 percent or more, compared with 23 percent of their peers.

Google Adds New Features to Tag Manager

Google has enhanced Tag Manager's capabilities by adding new APIs, more third-party templates, and a new intuitive interface.
According to Google, the new Google Tag Manager API will enable users to customize the infrastructure of their websites based on their individual needs. For example, the new API makes it easy to manage user access in bulk. The admin can set permissions for many users at once, or set up role-based permissions and let the API give the right level of access to the right people accordingly.
Agencies can also use the new API to easily manage large tagging setups for their clients, says Google.
Meanwhile, over the next few weeks, Google will be incorporating more third-party templates into the tag creation flow. Currently, Tag Manager supports tags from AdRoll, Marin, comScore, Biz, and Criteo, among others. 
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If a user cannot find the tag they need, they can add it immediately as a custom HTML tag.
In addition to new APIs and more third-party templates, Google Tag Manager now has a more intuitive interface to enable marketing managers to adjust and update tags.
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Users can experience the new user interface immediately by logging into their Google accounts.
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Sunday, October 19, 2014

Introducing the Local Marketing Adoption Curve

The explosion of channels and devices has made the opportunity to connect with consumers more abundant, as well as more daunting, than ever. Today, marketers must ensure their brands are visible where and when their customers are looking for them - locally, nationally, and globally - as well as contextually relevant and engaging in the content and experiences they provide across the entire journey.
With 72 percent of consumers searching for local information on a smartphone visiting a store or location within five miles (and likely within five to 10 minutes), the local opportunity is clear. But local marketing consists of more than just optimized pages and listings - it’s a complex ecosystem that is always on and always changing. Because local truly puts the customer at the center of cross-functional corporate marketing programs that span paid, earned, and owned (think search, social, and mobile), many multi-location marketers have struggled to rally their teams to define, implement, and track their local efforts.
Enter the local marketing adoption curve. By taking a phased crawl, walk, run approach to building a comprehensive, cross-functional local marketing program, brands can be more visible, relevant, and engaging in the eyes of their consumers and, ultimately, drive customer acquisition across hundreds to thousands of locations.

Crawl

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Listing management is the required foundation for a local strategy. At the crawl stage, you want to focus on achieving brand consistency by getting the basics right with your local listings: have you claimed all the local listings where your name belongs? Is basic yet essential information about your local businesses accurately listed? Here, you want to cleanse your data and ensure that it is consistently distributed to the major search engines, IYPs, directories, and social media networks. You should also distribute data to aggregators, including Acxiom, Neustar (i.e. Localeze), Factual, and Infogroup. With clean, accurate data being pushed out to the entire ecosystem, you will ensure continued data health that will translate into accurate listings.

Walk

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In the walk stage, you should think more about how location pages are optimized. Location pages should be created with links to social media and review sites. Title tags should include city, and meta descriptions should include categories. You should claim and optimize your listings on Google+ and add location-specific images and videos. During the walk stage, your data analytics should be complete enough to help you identify opportunities to grow your brand based on performance of local sites and any insights into customer behavior you can gain. At this point, you should be getting enough analytics data – through clicks as well as click-to-call tracking – to start capitalizing on the opportunity to build market leadership for your brand. The outcome of the walk stage should be improved brand visibility (as measured by such key performance indicators (KPIs) as improved rankings).

Run

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When you are running, your local marketing efforts should be getting more sophisticated through the use of hyper-local paid search and paid social targeting DMAs and other defined demographics. You should be adopting a multi-location strategy across an extensive network of mobile apps and incorporating local promotions. In essence, at the run stage, you should be ready to consistently share information across search, social, and mobile to improve customer acquisition. Paid search and paid social should drive visitors to the location pages created in the "walk" stage. The outcome of the run stage is increased lead volume and a lower blended cost per lead. At this point, there should be no question about measuring the value of local.
And what happens after you run? Well, you should optimize your local marketing efforts based on a more refined understanding of how your customers behave across your network. You should optimize all your local marketing for customers who use multiple devices to find your brand. In other words, once you are running, you really are "all in" with local marketing. But don't stop running. Local marketing success is dependent across search, social, and mobile - a complex ecosystem that is always on and always changing. To be successful, marketers must be agile and continuously adapt to the changes.
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Saturday, October 18, 2014

Smartphones and tablets account for one third of ad conversions on Google and Facebook

Smartphones and tablets account for 30% of conversions on Google and 35% of conversions on Facebook , according to a new report by Marin Software.

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  • The mobile conversion trend is consistent across channels, with similar increases recorded for mobile search, social and display ads.
  • On Facebook mobile ad conversions increased 16% quarter-over-quarter (Q3 2013-2014).
  • Mobile ads on Facebook accounted for 52% of ad impressions and 63% of clicks.
  • in Q3, mobile devices accounted for 31% of paid search impressions and 38% of search ad clicks on Google.
  • Mobile conversions on Google paid ads increased 2.4% quarter-over-quarter and nearly 11% year-over-year.
  • Mobile devices accounted for 40% of display ad impressions, 54% of display ad clicks, and 38.6$ of display ad conversions. 

In-store mobile use impacts large majority of connected shoppers

On Device Research has surveyed 1,500 mobile internet users in September 2014 to reveal mobile consumer behaviour


81% of the connected consumers in Saudi Arabia and UAE and 40% in Egypt have stopped a purchase while in store because of comparison shopping on mobile or feedback received from friends or family.
The number of mobile internet users in Egypt, Saudi Arabia and UAE is rapidly growing - roughly 40% of the participants of the research went online for the first time within the last 12 months. Combined with one of the highest smartphone penetrations in the world (76% in KSA, 75% in UAE) this audience is a huge opportunity for region’s retailers.
Growing user numbers combined with increasing media time on mobile offers a unique new opportunity for retailers to target buyers with location and time-specific offers while people are in or near their store.
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