maj 24
The social platform has become a favorite of agencies and media companies by catering to their needs.
Via digiday,com
maj 24
VLT Malaysia merger; IPG Mediabrands buys Interactive Avenues in India; and agency hires.
maj 24
Have America’s teenagers begun losing interest in Facebook?
A new report says the answer is in the affirmative, and marketers may want to take note. A freshly published Pew survey indicates that the social network of one billion is becoming too much of a headache for some teens to handle.
Why so? Because their moms, dads, grandparents, neighbors, teachers, and extended family are all there on Facebook too.
Teens are increasingly turned off to Facebook for this reason. They also complain about their friends’ over-sharing and about too much ‘drama’ on the site.
As a result, they are increasingly flocking to other social platforms, such as Twitter.
These are some of the findings of a new Pew Research Center survey of U.S. teens’ social media use. Released Tuesday, the survey finds that teens are sharing more personal information on social media, but are also taking a variety of steps to manage their privacy online.
“The stress of needing to manage their reputation on Facebook also contributes to the lack of enthusiasm,” the survey said, noting that 24% of online teens now use Twitter, which is up from 16% in 2011.
“Those teens who used sites like Twitter and Instagram reported feeling like they could better express themselves on these platforms, where they felt freed from the social expectations and constraints of Facebook,” Pew reports.
“Nevertheless, the site is still where a large amount of socializing takes place, and teens feel they need to stay on Facebook in order to not miss out.”
Although Twitter is rapidly gaining steam, Facebook is still the most popular social network among U.S. teens… for now.
maj 24
On Thursday, LogicBuy posted a must-read report on smartphones and the often-touted specs that should actually carry very little weight with consumers in the market for a new or refreshed device.
“For example,” reads the guest post by Shaun Chatman, “did you know that so-called native apps take up huge allotments of your phone’s memory: why would you want a phone to choose apps for you? Say no to wasted space and skip this spec.”
Other specs that phones shouldn’t bother listing include caller ID, SMS capability, and languages. When was the last time a phone existed without the capability to send an SMS? Text messaging has been around for twenty years, and SMS-friendly phones have been on the market for at least 15 years.
Chatman shared the following infographic, which is meant to educate readers on which specs they should really pay attention to, and which ones should just be regarded as white noise. Check it out below.
maj 23
What makes candies so sweet? lnkd.in/8V-B9X
maj 23
27 Things Advertising People Know To Be True lnkd.in/3f_xxQ
maj 23
The Paid Social Media Advertising Report 2013 | Nielsen lnkd.in/Ugh_z8
maj 22
Every business aims to acquire and retain customers at a price that drives profit. For years, business people and marketers have grappled with this task. Many business areas claim they are key to driving success; ‘advertising persuades consumers to buy our products’, ‘our product is the best on the market’, ‘our reputation is solid because we serve our customers with respect’, ‘our manufacturing is better than our competitors’, ‘we secured the best store location’; the list goes on. Clearly, all have a role to play, but a highly debated topic is, ‘how much value does marketing really add’?
Marketers who are tasked with generating revenue from a sizeable budget are at the frontline of accountability, and have a variety of levers they can pull. Before the dawn of the internet, much of the intellectual debate focused on how to best sell the consumer promise between influential media: from TV, to newspapers, to direct mail, and other ‘traditional’ media choices.
Today, with the rich tapestry of choices that the internet offers, the world is frustratingly more complex for marketers. Do they invest in a mobile app, should they risk their Google search word investments for Facebook opportunities, how should they think about Twitter, is it economical to buy key ad spots on AOL if so few people click on the advert? All of these are the types of questions yet to be answered with confidence.
Lay people may find it curious that digital marketing can be difficult to figure out, “Surely the internet is full of tracking technologies?” Marketers share their feelings of bemusement. Marketers typically have 8 – 10 tracking technologies: website tracking from Google Analytics, to advertising tracking from Doubleclick, to reports from Facebook and Twitter about their advertising campaign successes, to email reports, and many more. Each has a deep view of the services they provide. The problem is that these vendors’ reports do not integrate into a single view of the consumer.
The crux of the problem is that tracking vendors can only ‘see’ what they are practically permitted to ‘see’. Internet browsers, such as Microsoft’s Internet Explorer, govern the practicalities. The dominant tracking mechanic is the ‘cookie’. The rule is that the tracking vendor can only see the cookie that they injected into the consumer’s browser. No one vendor, not even Google, covers all the bases of digital marketing, and this is why every vendor can only see a small piece of the consumers’ interaction with advertising and websites.
The double whammy challenge for the marketer is they are left holding high-quality reports from each vendor, but do not have a single view of the consumer journey. Without data integration there is no way to assess if the person who opened the email is also the person who bought their product two hours later via their website. This reality has led marketers to adopt very direct thinking and marketing strategies, typically known as last click marketing. Some of the biggest companies in the world have been built on the back of this strategy, the biggest of which is Google’s search advertising business.
The interesting thing is that even before digital marketing was an arrow in the quiver of the marketing team, the belief was that influencing a consumer’s purchase required multiple marketing touch points. Ford would never think of just running television adverts because they knew they needed to have influence through newspapers, magazines, the dealer network, local radio adverts and so on. The point is that the marketer knew that the consumer needed to hear the orchestra not just the violin to fall in love with the song.
With the birth of the Tag Management System (TMS) there came a solution to the fragmented view of the consumer. A ‘tag’ is jargon for a digital marketing vendor’s tiny piece of software – a JavaScript code – that is embedded into web pages, mobile apps and advertising to collect data. Advertisers need tags so vendors can help make advertising and other digital campaigns more compelling to consumers. With billions of tags across the internet, a TMS allows marketers to control and manage these vast numbers of tags on every page and every advert, without having to change any code on the website. A direct result of managing all vendor tags through a TMS is that the marketer can see how the consumer is touched by all marketing channels: from email, to mobile apps, to buying a product on the website. The marketer now has a unified view of the consumer journey.
A paradox of having a unified view of the consumer journey is that the digital world becomes a three-dimensional landscape for the marketer. Important marketing questions can finally be addressed: does Facebook drive consumers to purchase, does search create a sales opportunity or act as a navigation tool only, are consumers influenced by banner adverts, does targeting adverts to specific consumer categories make economic sense, which affiliates are performing better to drive conversions? These are the big questions that have vexed digital marketers for years. By having a unified view of the consumer, the ‘facts of behaviour’ are established. From the ‘facts’, hypotheses can be created and tested and digital marketing can be redefined.
Another quantum leap in the world of marketing driven by a TMS is known as ‘auto-optimisation’. Before digital advertising, marketers would make a plan, execute the plan, review the plan and then refine the plan. The whole process could take a year and many long lunch discussions. Today the opportunity lies in ‘auto-optimisation’, where a marketing vendor uses the marketers’ unified view of the consumer journey to optimise their services on the fly, and in real-time. Behind the scenes, the vendors’ data centres consume, crunch and make sense of their place in the consumer journey to auto-optimise their delivery in lightning speed. The TMS is crucial to this process in two ways: firstly, to collect the unified view, or ‘facts’, and secondly, to pass the data to the vendor. The TMS is uniquely able to do this because their core competence is collecting and connecting data across millions of pieces of software in the blink of an eye.
The early results have been impressive, with stories such as Air New Zealand, a global long-haul airline that grew revenue 15% by reducing search and increasing adverts in display; or a leading European retailer who grew performance 200% with their display advertising vendor, myThings, by passing data points from multiple channels and combining them to provide a unified view of the customer journey in real-time. Marketers are actively refining hypotheses, optimising strategies and putting vendor hype to the test now that they have access to the right tools. The impact will be felt on Wall Street as well as Main Street, welcome to web marketing 2.0, less hype and more data-driven decisions.
maj 22
Adobe’s Ann Lewnes sees formerly separate worlds on a collision course.
Via digiday,com
maj 22
Microsoft Xbox One: everything you need to know lnkd.in/MVuTqp
maj 22
Think technology is mostly for the young? It’s just as much for the young at heart, regardless of physical age.
That’s according to a new report from CDW.
“Even as the Baby Boomers enter their 60s and 70s, there’s no slowing down this demographic. Most likely the buyers of the first home computers on the market, seniors are still keeping up with today’s modern technologies,” CDW reports.
In particular, however, technology is playing a more active role than ever in healthcare for seniors.
To prove what a powerhouse for senior health technology has become, check out the new infographic from CDW below.
maj 22
Apple Chief Executive Tim Cook addressed a Senate hearing on Tuesday that was largely convened to explore how Apple uses foreign subsidiaries to allegedly shelter billions of dollars in income from U.S. taxes.
Not surprisingly, Cook defended both Apple and its tax practices.
“We pay all the taxes we owe — every single dollar,” Cook told members of the Senate’s Permanent Subcommittee on Investigations. “We not only comply with the laws but we comply with the spirit of the laws,” he said. “We don’t depend on tax gimmicks.”
The panel’s chairman, Sen. Carl Levin (D-Mich.) complimented Apple’s success and even claimed to use iPhone, but argued that this reality doesn’t exonerate Apple in its alleged use of tax-dodging overseas tactics, which helped Apple avoid paying an estimated $9 billion in U.S. taxes in 2012.
“Apple executives want the public to focus on the U.S. taxes the company has paid, but the real issue is the billions in taxes it has not paid, thanks to offshore tax strategies whose purpose is tax avoidance, pure and simple,” Levin said.
According to the LA Times, Sen. Rand Paul (R-Ky.) staunchly defended Apple.
“Frankly, I’m offended by the tone and tenor of this hearing,” Sen. Paul said. “I’m offended by a $4-trillion government bullying, berating and badgering one of America’s greatest success stories… Tell me what Apple’s done that is illegal. They’re doing what their shareholders ask, which is to maximize profit.”
maj 22
Isobar China preps for further growth; IPG Mediabrands creates new CEO role; and WPP’s RedWorks hires new president.
maj 22
Setting up a TMall shop without understanding the Chinese language or having a trusted local partner can be challenging. Here’s a breakdown of the main facts.
maj 22
Volvo helped create a cool farewell video from former electronic band.
Via digiday,com
maj 21
Time will tell if Yahoo’s Tumblr deal eventually produces a similarly disappointing fate, but in the meantime, advertisers might want to take note because the acquisition says a lot about how Yahoo views them.
To start, it pays to understand what Tumblr is and isn’t. What it is: a hugely popular blogging platform with a young, hip audience. What it isn’t: a profitable blogging platform with an audience craving ads.
But ads are just what Yahoo’s Mayer has in store. While promising “not to screw up” what the Tumblr team has created, on a conference call discussing the acquisition, Mayer made it clear that Yahoo already has definite ideas for monetizing a service that reportedly generated just $13m in revenue last year.
“Tumblr already does some advertising, though minimal, in [its dashboard] feed. We would like to look at them and understand how we could introduce ads — in a very light ad load — where the impact is really created, because the ads really fit the users’ expectations and follow the form and function of the dashboard,” she told listeners.
Also on the table: running ads for bloggers who want to monetize their Tumblr blogs. If there are any.
While some suggest that Tumblr could become Yahoo’s YouTube, there are some glaring differences. YouTube founders Steve Chen and Chad Hurley perfectly timed the explosion of online video, and helped propel demand for it to new heights with a great product.
And while YouTube’s financial viability was hardly assured when Google paid nine figures for it, YouTube was just two years old at the time and there were few indications that Chen and Hurley were opposed to monetization.
Tumblr, on the other hand, is just one of numerous popular blogging platforms, and has been around for more than six years. To boot, it sports a quirky audience and is run by a twenty-something who doesn’t like advertising.
Oh, and one more thing: it has lots of porn. According to one source, NSFW content makes up over 11% of the service’s top domains and is the leading driver of referral traffic.
While Yahoo will almost certainly be able to address advertiser concerns about content that isn’t brand safe, Yahoo’s official announcement of Tumblr, written by Mayer, states, “The combination of Tumblr+Yahoo! could grow Yahoo!’s audience by 50% to more than a billion monthly visitors, and could grow traffic by approximately 20%”.
Translation: forget the makeup of the audience and traffic, and all the dirty and weird content that attracts a non-negligible portion of that audience and traffic.
Tumblr could dramatically increase our audience and traffic figures! And herein lies the message for advertisers: it’s all about numbers. Yahoo’s numbers, of course. Bigger is better because, well, bigger looks better in a media kit, right?
Yahoo may be buying growth with Tumblr, but will advertisers actually benefit from that growth? In other words, will they gain access to higher quality ad inventory? Will they have new avenues for reaching consumers who might buy their wares? It wouldn’t be fair to state that the answer is, unequivocally, ‘no’, but it wouldn’t be realistic to state that the answer is likely to be ‘yes’ either.
With that in mind, advertisers should consider that Yahoo has effectively bet more than a billion dollars that advertisers won’t care and will buy up the company’s hip new ad inventory anyway.
That says a lot about how highly one of the web’s biggest media sellers thinks about media buyers today. The question for advertisers: will they finally give Yahoo a reason to think differently about them?
maj 21
Yahoo ‘reimagines’ Flickr with a bold new design, a free TB of space for all users, & more lnkd.in/R62pak
maj 21
When Facebook initially made its move to monetise onsite inventory with foreign datasets (foreign, meaning an advertiser’s first-party data), it divided opinion. We took a somewhat negative stance on the strategy.
With the launch of newsfeed ad formats being made available to RTB, does this require a new approach as to how the paid-for element of the Facebook platform will be leveraged, perhaps pointing to the future of RTB?
ASU Gold Rush
The initial FBX launch turned into a retargeting frenzy. Predominantly used to help drive greater cost efficiencies for businesses running existing RTB campaigns (FBX on numerous occasions was found to be unsurprisingly cheaper) and also to prop up the volume of click-based acquisitions that made the overall click-average-to-impression-conversions on RTB campaigns healthier.
Since then, Facebook has obviously seen enough data to inform its decision to open up more desirable real estate, such as the newsfeed. The fact Facebook saw higher yields from the ASUs in RTB is hardly surprising. By leveraging advertiser-side data, users are more likely to click and buy.
In turn, this drives greater bidding appetite—as well as leveraging impression bidding versus click bidding. Previously, social buying teams bid and bought on a CPC basis. Whereas now, trading desks bid and buy largely on a CPM basis.
Considering the CTRs are also probably higher (due to more relevant creatives matched to data sets), the eCPM and eCPC are likely to be much higher. Flipping it to the newsfeed was a no brainer.
Unlocking Greater Insights
An often discussed subject with regards to RTB protocol is the inability of a DSP to translate the information sent on a bid request. The current open RTB spec includes many parameters which are optional. For an exchange, or SSP, aggregating supply across 1000s of sites, obtaining and sending the same information on every bid request is somewhat of a challenge.
However, and according to Facebook’s developer reference documents, the parameters sent out on every bid request contains details which, a) can be extremely insightful from a reporting perspective, but also, b) enable more customised ways of bidding for inventory and building more advanced models on inventory.
Some <a href="https://developers.facebook.com/docs/reference/ads-api/RTB_thrift_file/”>examples of what FBX seemingly pass on a bid request include deep insight into page context, including whether it is canvas page, search page, event page, group page, photo page, home feed or messenger page.
Why does this matter? It means buyers will be able, in theory, to map out the associated performance metrics via the above values (via matching successful bid request IDs to the parameters sent to on that request to the corresponding success of that impression).
A DSP having FBX log access is key to this, but it means not only will advertisers understand the relative difference on reaching a user within a search page, versus group page or home feed, but that buying models and algorithms can be adjusted accordingly.
There is a preconception that because Facebook represents a single buying point that only one buyer should execute a performance campaign on it. The argument could easily be made that if you are able to ingest all the feeds, process it and model out bespoke ways of bidding for different impressions in different page environments, then you are adding value above and beyond simple retargeting strategies. Paving the way, potentially, for more than one buyer on FBX per client; the above modelling could be so unique, the prospect of bid conflict is highly unlikely.
Ushering in Upper-Funnel RTB
Back to the newsfeed. Facebook may well be on its way to redefining how RTB is leveraged. There is a legacy approach to how a campaign strategy is segmented: retargeting and prospecting.
Prospecting invariably is measured in the same way as retargeting (with perhaps a slightly higher cost-per-acquisition target), which is at odds with the principle of prospecting for new customers and users.
The newsfeed, made available to RTB, may start enabling the programmatic industry to provide value in the ‘upper funnel’ space which is really where prospecting should be fulfilling its objective.
The newsfeed is a canvas for what is essentially targetable and optimisable content marketing. The newsfeed ad units are essentially sponsored content. Whether FBX buyers are able to cookie-match third-party data sets (an Exelate or Bluekai model) or is strictly just pixels placed on advertiser’s sites, this is something ExchangeWire is unsure of.
At best, the newsfeed through RTB becomes a prospecting playground, targeting via rich third-data providers. At worst, it becomes a way of re-engaging existing customers, helping to develop a robust, ‘always on’ CRM strategy where the user is given something tangible: more relevant content where they most expect it. If the newsfeed is purely used as an acquisition tool, it will be a hugely missed opportunity.
Making Native Scale
The last thing that the newsfeed on FBX represents is a genuine example of ‘native advertising’ becoming scalable—through RTB. The only way that native will truly scale is when the execution onus is placed on the procurer. The data signals it kicks off are also more useful than clicks and dwell time.
The purpose of a content marketing strategy is likely content propagation. If this becomes a readily available reporting metric, then native advertising just got a lot more relevant to the buying community, with predictive optimisation to users more likely to share content.
So why should this not be extended to other platforms? Why would Twitter not do the same? The newsfeed ad unit is not a standard IAB unit, nor is the ASU. Will Yahoo! seize the Tumblr opportunity and make the ‘spotlight ads’ available through RTB? The RTB community have already moved to incorporate non-standard ad units into their workflow and the money has subsequently flowed.
This should be a message to all other prospective new-age social platforms. Don’t fight the money. Do what Facebook is doing and make your native scale by making it RTB’able.
maj 21
Sprint has just confirmed its acquisition of app developer Handmark and its social and mobile advertising subsidiary OneLouder.
According to the nation’s third largest wireless carrier, the acquired company is located only 20 miles north of Sprint’s headquarters in Overland Park, Kansas.
Sprint says the purchase is designed to bolster its advertising platform, Pinsight Media+.
Although the deal was closed last month, talks were initiated well over a year ago. However, we still have no details of the financial terms involved with the acquisitions.
“Bringing the capabilities of Handmark and OneLouder in-house is an exciting move as we position Sprint for market leadership in emerging categories,” Mike Cooley, vice president of New Ventures at Sprint, said Monday. “The business, culture and technology they bring will be a huge asset to our business, and ultimately the customers of Pinsight Media+.”
maj 20
Let’s just call it “Merger Monday.”
From Yahoo’s billion dollar deal to acquire Tumblr, to Seamless North America’s merger with GrubHub, it’s been a day of big deals in mobile and social.
Adding to the mix of merger news is a deal just announced by payvia, a leader in direct carrier billed mobile payments.
This morning, pavia announced its strategic acquisition of Mogreet, a mobile video and rich media messaging engagement solutions provider that is already used by thousands of marketers, retailers, small businesses and developers.
We’re told “the full Mogreet team” will join payvia, with Mogreet Founder and CEO James Citron serving as payvia’s Chief Marketing Officer.
The acquisition is significant as it will set payvia apart from the rest of the mobile industry with a simplified solution that increases revenues for businesses through highly targeted mobile payment transactions and relevant ongoing engagement via branded communications, offers and mobile relationship management.
“Our mobile payments offer resonates strongly with the market because it is built on our proprietary carrier connected technology that gives us a unique ability to understand consumer mobile usage,” said Darcy Wedd, CEO of payvia in this morning’s announcement.
“Our clients have told us they also need a simpler way to link targeted mobile transactions to their marketing campaigns,” Wedd adds. “By integrating Mogreet’s solutions on our platform we answer that need. As the only company to solve a known disconnect between traditional mobile commerce and engagement solutions, payvia is well positioned to increase mobile’s share of the $252 billion e-commerce market.”
maj 20
Mobile Commerce seems to be going through a growth phase were many new approaches are being tried to see what consumers will like.
Recently venerable American Express partnered with social media powerhouse Twitter to let consumer purchase simply using #hashtags! (more…)
maj 20
The report, which is based on in-depth survey with 105 large social advertisers (i.e. they spend more than $100,000 per year on social media ads), found that consumer social networks were the most popular form of social advertising (87%), followed by microblogs (67%) and business-focused networks (51%).
And although all the respondents used paid social ads, overall they were more likely to implement organic tactics like branded pages and content no matter what type of social network they were targeting.
Which of the following marketing tactics do you use on social networks or microblogs or business-focused social networks?
Paid posts achieve the best results
Kenshoo asked 69 respondents who indicated that they are satisfied with their paid social media advertising what tactics they use.
The tactic that satisfied social advertisers used more than other survey respondents was paying to promote content on general social networks, followed by paying to promote trends on microblogs and buying ads on general social networks.
As a result the authors conclude that social advertisers get what they paid for and are more satisfied with the results they achieve from paid advertising than the results they achieve with less costly organic tactics like branded pages.
Personally I feel this is a slightly dubious way of concluding that paid ads are more effective than organic content, however it does at least suggest that paid ads are proving to be effective for these brands.
Finally, the report also looked at which targeting methods are most popular among social advertisers.
It found that despite the benefits of the advanced targeting methods that social sites offer (e.g. targeting users’ interests, targeting friends of a brand’s existing fans), more often than not social advertisers rely on simple demographic targeting for their ad campaigns.
For more information on social advertising check out our best practice guides for Facebook, Twitter and Pinterest.
What types of targeting do you regularly use when buying ads or paying to promote content on social networks?
maj 20
For all the talk of data theft, publishers are frequently negligent when it comes to policing the third parties it invites onto their sites.
Via digiday,com
maj 20
Yahoo ‘to buy Tumblr for $1.1bn’ lnkd.in/v2KC3n
maj 18
When the name of the game in publishing is volume, shortcuts are the norm.
Via digiday,com
maj 18
Let’s face it. Today’s marketing tools, tactics, and technologies are wholly unfamiliar to marketing professionals of a bygone era. But so rapid is the evolution of today’s marketing landscape that 40% of current CMOs feel unprepared for the challenges ahead.
That’s according to new research from Accenture.
“CMOs also said they found it more difficult in 2012 to improve the efficiency of marketing operations (up 8 percentage points compared with 2011) and to improve their workforce’s responsiveness to digital shifts (up 10 percentage points compared with 2011),” explains Ayaz Nanji, a digital strategy and content consultant and a research writer for MarketingProfs.
The report, which was used to produce the infographic below, was based on online surveys across 10 countries with 405 senior executives who are described as “key marketing decision makers in their companies.”
maj 18
Here are some of the top stories in mobile health that we’ve been monitoring in recent days.
Baylor College of Medicine researchers believe that mobile sensor technology could prove instrumental in helping recovering drug addicts stay clean.
Researchers at the University of Nottingham insist that they have created what some are calling a groundbreaking new predictive tool powerful enough to help doctors and healthcare providers identify and treat patients at an elevated risk for suffering a stroke.
This week, a new partnership was born for the benefit of mHealth across the pond.
Want to get the latest mHealthWatch news and insight delivered straight to your inbox? If so, sign up for our free newsletter today!
maj 17
The discussion was prompted by Stefan Tornquist when he asked, “What are the internal, organizational challenges to Integrated Marketing?”
Here’s a wrap-up of our collective response:
Too many large organizations are using incentive structures that foster (dis)integrated digital marketing by issuing bonuses to individual teams based on the performance of the marketing channels they are responsible for.
Because each team (search, social, email, display, etc.) must prove their own channel’s performance for compensation, they’re thrust into internal competition and left to seek metrics and attribution models favorable to their particular channel. This creates both operational and data silos.
As Tom Cunniff put it, ”each data plume creates more smoke to hide behind”.
He cautioned marketers to “beware of glowing reports, because everyone has incentive to make it look great” and joked that you’ll find “everything’s working, but sales are down!”.
While the joke brought laughs, it highlighted a serious organizational flaw that introduces a channel bias that often turns attribution into politics.
It’s no wonder that Econsultancy found that 61% of organizations spending more than $5m on marketing a year said “internal cross-team politics” was holding them back in a recent survey.
So what needs to be changed?
In order for organizations to execute effective integrated marketing, their marketing teams need to be integrated internally.
Jim Sterne was quick to point out that there has to be a culture change and adjustment of incentive structures to ensure teams are functioning in synergy towards a common goal, rather than to satisfy individual objectives.
Sterne suggests incentive structures be based on group profitability. If all teams are given bonuses according to aggregate success, each is incentivized to operate and spend in a way that drives overall marketing performance.
With a singular goal, teams would be more willing to cut back spending and shift to areas where traffic is more profitable and better integrate on multichannel campaigns.
According to Cunniff, this change would “break down silos and demand programs that are harder to attribute individually,” leading to better integrated marketing and creating the need for integrated attribution.
The best marketing is so well integrated that you can’t tear it apart to see which thing worked the best, so you have to attribute channel performance by how well it syncs with your entire marketing mix to drive sales.
Without the pressure to use reports provided by vendors with an equally-vested interest to prove their singular channel’s performance, an integrated marketer incentivized by group profitability can (and should) assess their channel’s performance using independent attribution tools and unbiased models.
Organizations focused on successful integrated marketing don’t want their marketers asking “how does my channel drive sales?” They want them asking “how does my channel interact with others to drive sales?”
Will a change in incentive structure breed a more integrated marketer? We think so.
See the full discussion on Econsultancy’s Youtube page.
maj 17
The music publisher preaches quality over quantity and engagement over eyeballs. “Our goal is to be the best music magazine in the world, not the biggest.”
Via digiday,com
