Source: AdRoll [download page]
Notes: Social media retargeting is the “hottest topic” in retargeting, according to an AdRoll survey of 1,000 US marketers hailing from a range of industries and company sizes. Indeed, social networks are among the top properties where respondents would like to see retargeting over the next 3 years, with Instagram (48%) and Pinterest (46%) behind only Amazon (73%). Another hot topic in the space, per the survey, is mobile and cross-device, with 57% of B2B respondents and 51% of B2C marketers currently retargeting on mobile.
AdRoll notes that its clients have seen performance lifts when adding Facebook to their retargeting mix, and when adding retargeting on mobile to their Facebook and web mix.
Business leaders are generally optimistic about the direction their marketing budgets will take next year, according to a StrongView survey [pdf]. Indeed, 54% expect their budgets to grow next year (up from 46% in last year’s survey), with one-third of those forecasting budget growth of at least 10%. So which channels are slated for increases – and which will see budget cuts?
The findings strike a familiar tone with respect to the online-offline divide. In other words, digital marketing channels are those topping the list of planned budget increases, while traditional channels head the list of those set for budget reductions. Within the US, this shift has been in the works for quite some time, even though survey data suggests that traditional media advertising continues to perform very well relative to online advertising.
What are digital marketers’ top priorities for the next 12 months? A new survey [download page] from Marin Software sheds some light on what to expect in the year ahead, showing that while a better understanding of audiences (51%) ranks as the top priority, better integration of various channels and disciplines will also be a key area of focus.
The survey, fielded among more than 300 marketers in the UK and US (the US respondents are Marin Software customers), found that digital marketers also see these as strong priorities:
- <li! >Cross-c hannel digital marketing (50%);
- Better integrating online and offline marketing efforts (46%); and
- Better integrating digital marketing disciplines (44%).
Results from the survey certainly indicate that there’s room for improvement in channel integration. With respect to digital marketing disciplines (such as search, social and display), only 27% of respondents report total integration, while 61% say there is some integration but a need for more, and 12% say there’s a total lack of integration.
There’s even more work to be done integrating online and offline programs. Fewer than one-quarter (24%) of respondents say their digital marketing is totally integrated with all other marketing areas including offline, almost matched by the 20% who say digital marketing is not integrated with offline marketing at all. (The remaining 57% report some integration but a need for more.)
Sticking with the online-offline divide, the study includes an interesting look at budgets, which have been shifting from traditional media to digital media. Asked how a comparison of the ROI of their offline and digital marketing spend would impact budgets, respondents (remember, these are digital marketers) responded in the following manner:
- 32% feel they should shift a little offline spend to digital;
- 31% feel they have the balance about right;
- 21% feel they should shift much more offline spend to digital; and
- Just 3% feel they should shift budget from digital to offline.
Notes: Online ad revenues in the US have set yet another peak after growing 17% year-over-year in Q3 to reach $12.4 billion. That outpaces the previous high of $12.1 billion set in Q4 2013; expect this current quarter to set yet another record when the figures come out in a few months, given the continued shift in marketing budgets from traditional to digital media.
Nobody laughs much at Elon Musk anymore, but plenty of people snickered at his Hyperloop idea (okay, also the killer robot thing). To remind you, the Hyperloop is a series of underground trains powered by compressed air that transport folks between cities in tubes at around Mach I. While that may sound certifiably insane, a company called Hyperloop Transportation Technologies (HTT) doesn’t think so, and with the help of some UCLA students, has made considerable progress developing the idea. According to Wired, the startup (assisted by JumpStartFund investors) has enlisted top engineers from companies like Boeing, Airbus and SpaceX willing to work on Hyperloop in their spare time in exchange for stock options.
Those folks work in teams depending on their talents and passions, but a lot of the work is being done by engineering students from UCLA’s SupraStudio. So far, they’ve developed rough concepts for the train’s route, the stations and capsules themselves. The goal was to keep the lines between cities as straight as possible to avoid motion sickness issues. The train cars would consist of bubbles that would unload from the side when the arrive at stations (as shown above), though the group found that Musk’s idea for gullwing-style doors was impractical. The tubes would be stacked to travel in opposite directions, and like airlines, there would be business and economy class capsules.
HTT and the students have mostly figured out how to build the vacuum tubes and supports, but it still needs to figure out one important part: how to make the capsules flow along it friction-free. Musk suggested a compressor to create an “air-hockey” pocket of air, but the HTT leaders think that some kind of magnetic levitation system might work better. Nevertheless, it wants to start building a prototype as early as next year and told Wired the final product “can be built within a decade.” (A national network, as shown above, is still far in the future, however.) The hardest part now might be finding investors brave enough to raise the anticipated $6-10 billion cost necessary to build the first 400-mile loop.
[Image credit: JumpStartFund/HTT]
Amazon is facing competition from all sides, but Google has the best shot at dethroning Amazon as the king of online retail. Google has been ramping up its paid product listings and shopping results, but what Google really needs is a “buy now” button on those featured items, which the company is reportedly working on.
Based on Custora data charted for us by BI Intelligence, search is still the main way people find the products they want to buy, as about 40% of e-commerce purchases in November were referred by search engines like Google. If Google didn’t have to refer that traffic to another retailer website like Amazon, Google could capture all that precious commerce behavior, which would give a huge boost to its ad business. Google’s ad business, by the way, is the company’s bread and butter: Ads make up nearly 90% of the company’s total annual revenue.
Facebook likes to experiment with little projects that could, someday, be as popular as Poking and Graph Search. One such project is enabling selected users to sell their unwanted items on the social network, in a move that’ll surely strike terror into the hearts of the folks over at Craigslist and eBay. New Zealand-based developer Indy Griffiths took to Twitter to reveal that he’d been given the option to sell an item to a group, with the button nestled next to the write post button.
From there, users are required to fill in a form, providing a price, description, pictures and delivery options. Then the site pretties up the listing and makes it available for all others to see, like, comment and even purchase. Since this is just an experiment, only a few users will be able to try it out, and the site has already posted (and subsequently taken down) a support page saying that it’s not responsible for any of these transactions Still, if Facebook’s not planning to fleece its users with extortionate sales fees, then it might just replace all those other sales-based sites and services in our hearts.
A Russian malware called SoakSoak has infected over 100,000 WordPress sites since this Sunday, turning blogs into attack platforms. It’s a potential shitshow, and it could’ve been prevented earlier this fall.
Google has already blocked 11,000 domains to try to curb the damage. According to security firm Sucuri, the malware uses a vulnerability in a slideshow plug-in called Slider Revolution. The Slider Revolution team has known about the vulnerability since September, but it looks like they failed to fix it before the security hole got crammed with s! teaming hot malware.
Researchers at Sucuri are warning that it’ll be hard to completely eradicate the malware as long as so many site owners don’t know it’s there. In addition to removing the malicious code, they will need to update the premium plug-in. If the plug-in came as part of a theme, it won’t update automatically, which means site admins will have to manually update.
A spreadsheet leaked
Dr. Augustine Fou is Digital Consigliere to marketing executives, advising them on digital strategy and Unified Marketing(tm). Dr Fou has over 17 years of in-the-trenches, hands-on experience, which enables him to provide objective, in-depth assessments of their current marketing programs and recommendations for improving business impact and ROI using digital insights.
Collaborators – Digital Profs
- Netflix vs Blockbuster - Perfect example of an industry replaced by a more efficient version of itself
- The Grand Unified Theory of Marketing(tm) - Digital String Theory
- Marketing Costs Normalized to CPM Basis for Comparison
- The JKWeddingDance video was real; the viral effect was MANUFACTURED - Post 1 of 2
- Coke vs Pepsi vs Dr Pepper
- drag2share: Android's Mobile Devices Control 60% Of The Global Computing Platform Market
- Samsung 52 inch HDTV $9.99 at BestBuy - purchase receipt below (6:21a eastern time August 12, 2009)
- HP Mini 311 Nvidia ION Netbook Hackintosh'ed
- Apple vs Microsoft vs Sony [Graphs]
- Brand Advertisers: Escaping an Ecosystem of Digital Advertising Fraud
- #SESNY: Toward a Performance Mindset for All Advertising
- Tips for Marketers Selecting a Digital Agency
- Context Is Not King or Queen; It's Just Necessary
- 2013 New Year's Digital Marketing Resolutions
- The Good, Bad, and Ugly of Online Campaign Ratings and eGRPs
- Why You Should Banish the Net Promoter Score Immediately
- Digital Strategy To-MAY-to vs. To-MAH-to
- The Agency-Client Relationship is Forever Changed
- Targeting vs. Privacy - Who Will Win?
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