The digital space has changed considerably over the last 10 years bringing tremendous opportunity. Mashable recently published an infograph highlighting the staggering growth, including internet users, usage, web sites, social networks, and more. We’ve come a long way. What can we expect in the next 3-5 years? How will the digital industry change?
As marketing continues to evolve, we as an industry are being asked to assign value to the actions that our advertising campaigns are driving. As we log and analyze these actions, we begin to assign value to them based on their impact on our overall branding objectives. It is important to not only focus on macro conversions, but also look at the micro conversions – the day-to-day activity that takes place to move your customers through the purchase funnel.
Continue on to read a brief tutorial on conversion tracking for the brand marketer…
A viewable impression is the latest metric up for discussion in online advertising. Comscore recently published a whitepaper titled, The Economics of Online Advertising, which provides an in-depth overview of viewable impressions and their impact on the digital industry. What are your thoughts? Is this metric valuable to the industry?
Rocky Gunderson, formerly a founder of digital place-based media company SeeSaw Networks, recently opened a consulting company called SierraRock, where his many projects include bringing an innovative new healthcare application to market; helping a content management company expand its U.S. presence; and working with a manufacturing applications company to more effectively define its business strategy.
The most exciting change in the world of outsourcing has been the increased focus on services that are based on expertise augmentation and a genuine return on investment (which is why so many people want to use a different terminology).
And when we get into areas right at the cutting edge of revenue generation for clients, such as marketing and media, where clients need access to capabilities they may not currently have to gain a competitive edge, we can see where the future lies for the business services industry. One of our most talented analysts, Reetika Joshi, has been investigating the world of digital media and its major potential for third party services…
Groupon, Clear Channel and new start-up Elevate Digital are coming together in Chicago to make outdoor advertising interactive. Since December 2011, 38 kiosks around the city are encouraging passersby to claim local deals, engage in various apps and get social by connecting with their social media platforms.
Traditional media meets digital media to improve online ad targeting and relevancy, according to a recent AdAge article. A new product released by Datalogix, a data company, aims to let digital ad buyers target ads to people online based on the shows they watch on TV. It matches TV viewing data along with demographic and purchase-behavior data based on TV households, and then matches it up with online cookies. Is this a step forward in integrating traditional and digital media efforts?
The Olympic ceremonies have come and gone; medals have been won, and the live-streamed online content at NBCOlympics.com is up and running. Although the Opening Ceremonies were shown on a tape delay, much to the chagrin of the Twittersphere, they were the most-watched opening ceremonies of any Olympics drawing 40.7 million viewers.
According to eMarketer, one in three online consumers will have a tablet by 2014. With tablet penetration growing, new opportunities to capitalize on consumer behaviors arise. With 41% of U.S. adults listing “shopping” as a reason to purchase an iPad, and mobile internet accounting for nearly 10% of all online shopping sessions, consumers are becoming increasingly comfortable using tablets as a product research and purchasing tool.
