Retargeting is the process of identifying an individual, who has done something you have defined, in order to determine who to target with an ad.
People at Chango came with great summary of 7 types of effective retargeting:
Retargeting off-site events – add new customers to your funnel who have not previously engaged with your site:
Search – Target individuals based on the searches they conducted on Google, Yahoo! and Bing.
Social – Target individuals who consume similar content to your existing customers.
Engagement – Target individuals who have interacted with distributed content (a custom Facebook page, an expandable video ad unit or an online game/application).
Contextual – Target individuals who have visited a partner site that shares a similar interest / topic to your own site.
Retargeting on-site events – help retain and convert existing customers that have already visited your site:
Site – Target individuals based on the specific products viewed, actions taken or actions not taken (such as abandoning a shopping cart).
SEO/SEM – Target individuals based on how they arrived on your site – use the inbound event to better customize messaging.
Email – Target individuals who are interacting with your email programs.
Microsoft tries to convince businesses to choose Office 365 instead of Google Gmail, because it shows targeted ads. Microsoft created a character called Gmail Man, a postman that doesn’t care about people’s privacy and reads their messages to find related ads.
The video argues Microsoft 365 is a business application that, unlike Gmail, carries no ads. Perhaps the creators of the video should have realized Google has a business solution with one of the features of that solution is the ability to disable ads
“Digital marketers today are drowning in metrics, but they don’t know which ones are important or how to connect the dots in a meaningful way that will drive marketing performance”
said Ramsey, eMarketer CEO and co-founder.
Currently US marketer rely on CTR, Traffic to website, Lead generation as you can see on the screenshot below:
According to Source: Digital Impact: The Two Secrets to Online Marketing Success , a new book written by Geoff Ramsey and Vipin Mayar, EVP of McCann Worldgroup, marketers should master these 7 metrics that are critical for performance measurement across digital channels:
The Association of National Advertisers, the Interactive Advertising Bureau and the 4As released their Guiding Principles of Digital Measurement, five principles that the trade groups described as “the foundation of making measurement make sense.”
Five new principles:
1. Move to a viewable impressions standard and count real exposures online.
2. Online advertising must migrate to a currency based on audience impressions, not gross ad impressions.
3. Because all ad units are not created equal, we must create a transparent classification system.
4. Determine interactivity metrics that matter for brand marketers, so that marketers can better evaluate online’s contribution to brand building.
5. Digital media measurement must become increasingly comparable and integrated with other media.
Yes. I am not mistaken. You can advertise in Google Analytics for free!
How?!?
I haven`t seen this done anywhere in the world. Slovak digital agency – Triad Advertising came with a brilliant idea. They decided to deliver message about Slovak startup Analytics.sk using Google Analytics.
Here you have video, how they did it:
Thx for the inspiration to my colleague Pavol Magic.
Based on the numbers provided by IAB, Video ad spending grew 39.6% in 2010. However video remains a small percentage of total US ad spending, with only 5.5% share in 2010.
Search and banner ads combined accounts for 70% of online ad spending in 2010.
Sponsorship was the fastest growing online format with 87.5% growth in 2010.
If we look at the most popular Pricing model, CPM is loosing pace to Performance based model.
Search Engine Marketing Professional Organization (SEMPO) came up with the survey, which takes about 10 minutes to complete and is open to all marketing managers and professionals working in an agency or for an advertiser in an in-house corporate position.
The survey can be accessed at Econsultancy website:
Those taking part in the survey will receive a free copy of the report, which is normally priced at $350. The report, which will contain the latest valuation of the search marketing industry, will be published late March 2011.
The survey, which is relevant for advertisers and agencies, includes questions about:
- Search engine optimization (SEO / organic search)
- Paid search (pay-per-click or search engine advertising)
- Social media
- Search budgets
- Resources
To participate in this survey, just click on this link.
Analysts at MarketingExperiments reviewed the important lessons they learned from this year’s most telling experiments. Tests focusing on areas like offline and online integration, traffic source quality, graphic design, and social media were used to help the audience draw six essential lessons they should take away from MarketingExperiments 2010 research:
LESSON 1: Do not underestimate the effect offline media can have online
LESSON 2: Do not assume the “marketing masses” are going in the right direction
LESSON 6: You may know more than you think about optimizing social media campaigns
If you want to see all 6 lessons learned by MarketingExperiments in 2010, click on this link.
AdKeeper came with technology of adding a bookmark button to banner ads of participating advertisers.
AdKeeper™ today announced a transformative online advertising service that will forever change the way consumers interact with the Internet. With one simple click of a button, consumers can place ads of their choice into their personal ‘Keeper™,’ offering them absolute control to save, sort, sift, share, rank, review, click, print and buy online from ads they have specifically selected. Part of AdKeeper’s revolutionary approach is that no software, no downloads, no browser extensions, no plug-ins and no pre-registration are required. One Click. Kept. Period.
For internet advertising savvy guys here is a short movie, explaining this bookmarking service:
