Tips for Success in Semantic Search and Advertising

Reaching online audiences is oftentimes the core focus of a business’s marketing efforts. Publishers and advertisers must take advantage of the new technology to create more seamless experiences for customers in order to execute impactful and lucrative campaigns for themselves. Using semantics to understand the context of content will help create more accurate and more relevant campaigns as opposed to simply relying on keywords based campaigns only.

So, how can you ensure that your website and online advertising campaigns are equipped for success in the world of semantic advertising? 

Here are 6 things to keep in mind:

1) Develop clear copy.  Communicate who you are and what you offer so your ads can be accurately aligned with publisher page content and so prospective consumers know what to expect from your website and brand.

2) Create Relevant Landing Pages.  The success of a paid search campaign goes beyond the ad creative and landing pages are just as important. Creating landing pages with effective images, call to action and description copy is essential to the success of your campaign, in fact it can influence targeting capabilities. Semantic technology not only scans publisher content, it also scans your landing page content to extract the information to more accurately match your products with publisher content.

3) Remember, a picture is worth a thousand words.  Use images in your paid-search ads that will appeal to consumer interests.  After all, paid, semantic-search advertising shouldn’t just be about the clicks, it should also be viewed as a chance to build your brand and generate awareness.

4) Utilize geo-targeting and semantic ad matching.  Combining geographic targeting with semantic ad matching gives advertisers an edge by ensuring that ads are targeted to a local market AND on specific content pages that are relevant to your industry and your consumers. This precise targeted experience will inevitably create more time spent with your brand online and can help drive traffic in-store when combined with timely promotions.

5) Be dynamic and flexible.  Run a few different campaigns that target different segments or geographic locations of your audience.  Don’t be afraid to change things up (image, copy, landing pages and more) if you see that one of your ads is getting a better response than another.

6) Incorporate social media links on your landing pages.  Capturing consumers is all about timing. In today’s socialized world many consumers want to get to know more about you, so instead of filling out a form they may opt to join your social community. Giving them the option to join your social pages can be very powerful for future communications and promotions.

 

5 Common Mistakes in Paid Search and Tips to Avoid Them

In a world where new marketing strategies and platforms are emerging faster than ever before, it’s hard not to make mistakes.  The reality is that most businesses make mistakes every single day.  The key is to learn from them.  The trick is to continually assess the mistakes your company is making when it comes to paid search advertising.  The good news is that online advertising campaigns are not permanent, they allow for trial and error.

We’ve pulled together a short list of 5 of the worst mistakes that we’ve seen businesses make.  Fortunately, there is also room to learn from these common mistakes and doing so could whip your campaign into tip-top shape in no time.

 

1. Making your homepage the ONLY destination

If your ad features a specific product, then your users should be taken to that specific product page when they click on your ad.  If you send them to your homepage, it’s almost certain you will lose them.  The less clicks it takes for consumers to go from product to purchase, the better it is for your business.  For example, if you are a company that offers a variety of home décor products: wallpaper, accents, lighting, etc., your homepage is likely full of a lot of different links and options.  If someone saw an ad for “lighting”, send them straight to the page where you show your lighting options or take them to a specific type of light, if that is what was featured.  This will help avoid forcing readers to navigate around your webpage (and then usually clicking off).

2. Misusing or not using images

It is no secret that consumers are drawn to things that are visually pleasing.  If you opt for paid search programs that only allow for text, you’re missing out on a big opportunity to lure consumers in.  Opt for platforms that allow you to incorporate an image.  But don’t just slap one up there.  If you are a small business and/or a lesser known brand, think twice before using your logo.  Instead, opt for images that hit on consumer passion points.  For example, if you sell chicken, use images of BBQ wings that are cooked to perfection and will appeal to consumers thinking about summer BBQ’s as opposed to an image of raw chicken wings.  Put your thinking cap on and get creative!

3. Not making use of the text you have available in your ad

Sometimes saying things twice isn’t so nice!  Don’t repeat your headline in the description copy.  It might sound obvious, but many companies do this without even realizing.  The headline is meant to pop off the page and lure consumers in (i.e. One Day Sale, $100 off), while the description gives them more details on what it is that you want them to know about your products and/or services.  They should work together, not separately.

4. Disregarding the value of testing

Believe it or not, many companies flip the switch and set their campaigns on cruise control – don’t do that.  Testing is extremely important when it comes to every aspect of paid search marketing.  Very few platforms give marketers the ability to test and optimize on an ongoing basis and this is the beauty of paid search.  You want to make sure you have a plan: What are the objectives of the test?  What are you testing for?  Do use  A/B testing and don’t run too many tests at the same time.  It’s never a good idea to start any new campaign before knowing how you’re going to test its success so that you maximize response.  Not sure how to set up a test?  Call us: 212.952.9607.

5. Ignoring your competition

Ignoring what your competition is up to online is a no-no.  Online advertising space is competitive.  It’s more than just placement, it’s about promotions, deals and copy that appeal to consumers.  You will want to make sure that your promotional offerings are a step ahead of your competition.  But you can’t do that if you have blinders on.  Take some time every month to check in and see what your competition is up to!

All of this can seem a bit overwhelming at first, but know that everyone makes mistakes – even the seasoned professional.  It takes time to develop a well thought-out paid search campaign and its success is heavily dependent on testing, optimizing and the expertise of a dedicated campaign manager.

NTENT account managers are always available and can help you with A/B testing and other optimization strategies. Do not hesitate to reach out at customerservice@ntent.com or call 212.967.9502.

Cannes Ad Festival 2013: Innovations in Branded Content

Technology is created to make our lives easier and save us time.  Advertising seeks to make the consumer aware of products that can enrich their lives.  At this year’s  Cannes Ad Festival, these two entities merged, showcasing the infinite breadth and versatility of advertising in the modern technological age.  Whereas the admen of decades past saw their creativity limited by technological inadequacy, those of the 21st century are thriving in an era of limitless creative potential.  But, who benefits most from the modern age of advertising? The consumer, of course.  Amongst the most notable companies capitalizing on technological advancements is Mashable, who debuted its new Mashable Lift For Brand Partners product at Cannes.  Mashable Lift is powered by one ideological concept: give the people what they want.  Through their product, Mashable will be able to streamline and improve the efficacy of branded content, ranging from articles, to videos, to infographics, and everything in between.  This will create a more interactive, personalized online experience that affords the consumer the ability to see more of what they want, and less of what they don’t.  If the people want to see a Grumpy Cat  Vine from Friskies, then so be it.  More adorable photos and videos will be making their way to your browser.  Cats not your thing?  You’ll see content that you aren’t interested in (be it cats or anything else with an online presence) replaced with content that’s actually relevant to your unique interests. From the consumer, to the content creator, to the site owner, everybody wins.

Relevant content that complements consumer interests is the way of the future, and Mashable is one of the innovative companies that are helping us move one step closer to achieving a more relevant online experience.

 

Digital Marketing 101: Understanding CPC and SEO.

 

Many people confuse SEO (search engine optimization) and SEM (search engine marketing, of which CPC is a part) and interchange the terms.  The difference isn’t subtle: SEO has to do with editing a website such that it appears higher in organic listings[1] and can take a lot of time to implement and see results.  Efforts put toward SEM can have an immediate impact on your bottom-line.  Simply choose a reputable network, create your ads, set a budget and customers will be on their way in a hurry.  Many advertisers will hire SEO experts to optimize their site, yet no amount of optimization will land your website in paid listings.  And while organic listings are indeed important, SEM allows you to target your message to a particular demographic, intent or any number of important factors[2].

 

THE NTENT ADVANTAGE

 

As talented as your SEO expert may be, no one can optimize your site such that it appears next to relevant content on NTENT’s Vertical Content Network partner sites.  We’re proud of our network and feature only the best publisher sites and top notch PPC advertisers.  Also, we all know good help costs good money; with NTENT you have access to our demographic of engaged users, a customizable message, targeting, ad creation, graphic design, reporting and a dedicated account manager to tie everything together – all at no additional cost.  What’s more, the quality traffic you’ll drive to your site through an NTENT campaign may actually improve your organic search results.

 

Take a dive into a previous article on  Flat Rate Cost Per Click (CPC) vs. Real Time Bid Costs.

 

Written by: Peter Simone

 

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[1] “What Is SEO / Search Engine Optimization?” http://searchengineland.com/guide/what-is-seo 

 

[2] “PPC Targeting Options.” http://www.pitstopmedia.com/sem/740

Content Networks vs. Google’s Display Network

What’s the difference between Google’s Display Network and other publisher networks?

 

 

Google’s Display Network offers text, image, interactive and video ad options[1].  Advertisers are able to target their ads across the Display network in a variety of ways (including opting in and out of particular sites) but need to invest a great deal of time and effort (not to mention know-how) to develop a successful campaign.  Lower keyword bids on the Display Network usually result in poorer page placement and, thus, less response[2].  Finally, Google is but one entity in an ocean of publisher networks.  If a client is looking for industry-specific traffic then the best choice is to advertise on a vertical network.

 

THE NTENT DIFFERENCE

Our network features some of the largest sites on the Web across numerous verticals.  In addition to the peace of mind you get with a set per-click price and cost per impression, you gain access to our reporting portal along with a dedicated account manager to help make sense of it all.  A successful Google campaign takes months to set up and hours a day to manage; NTENT enables you to target your products and services to a customized demographic and provide you with campaign support at no additional cost.

 

 

Written by: Peter Simone

 

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[1] “Google AdWords: Where your ads can appear.” http://support.google.com/adwords/answer/1704373?hl=en&ref_topic=1713894

[2] “Maximum Bid – Managing CPC Bids from the Bottom Up.” http://www.wordstream.com/maximum-bid

Digital Marketing 101: A/B Testing Basics

 

A/B testing is a great way to optimize your campaign. By testing with different variations of your ad, you will gain valuable insights into what appeals to your customers. 

 

 

You should be prepared to test: different pictures, calls to action, main body copy and landing pages. Your total test duration should be two to four weeks.  Once you have a good grip on what ads are driving traffic and sales you should narrow your scope and focus on two or three iterations of your ad (this depends on what audiences you’re trying to reach).  Last, but not least, you should conduct A/B testing multiple times throughout the year to ensure that your messaging is keeping up with seasonal changes and shifting consumer interests.

 

 

You could be pleasantly surprised at what you will find with this type of testing.

 

 

Written by: Kerstin Recker

 

Flat Rate Cost Per Click (CPC) vs. Real Time Bid Costs

 

Don't know what CPC is? Read into it here  Digital Marketing 101: Understanding CPC and SEO.

 

There are a couple of major differences between a fixed-pricing model (NTENT) and an auction model (AdWords).  A Google client might pay less than the cost of a NTENT click to bid on a particular keyword – and bid price is only one component Google’s algorithm uses to determine placement or if an ad is even served[1].  If you’re trying to target the home industry, you might need to bid on several (or dozens) of keywords to ensure your ads appear to the appropriate audience.  But if you’re working with a fixed model where every click is the same price (NTENT), the point becomes moot.  What’s more, it takes a lot of time and effort to get AdWords to work well[2]; NTENT does the legwork for the client, for no additional cost.

 

THE NTENT DIFFERENCE

We place your ads next to relevant content on big name brand sites as well as niche publications with highly engage audience.  Our technology and in-house optimization experts ensure that your ads are only served next to relevant content and search intent.  NTENT takes the guessing out of CPC and CPM: our flat rate cost on clicks or cost per impression model is easy-to-understand.  When advertisers work with us they get a dedicated account manager to break down your results at no additional cost, access to in-house creative services and reporting dashboard that is available 24 hours a day.

 

Written by: Peter Simone

 

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[1] “Google’s 200 Ranking Factors.” http://www.performancemediaplacement.com/Google-Ranking-Factors.asp

[2] “Google AdWords: Pros and Cons.” http://www.hallaminternet.com/2012/google-adwords-pros-and-cons/

Account Management can Make All the Difference in Your Advertising Campaigns

Let’s summarize what needs to go into an AdWords campaign to make it successful: First and foremost, you need to be knowledgeable of Google’s inner workings and the intricacies of SEM in general.  Then, you need time to set up the targeting, design the ads and choose the keywords.  How do you know what works?  How much time can you afford to spend away from your business to figure it all out?

 

THE NTENT ADVANTAGE

NTENT can literally design an entire campaign around two basic questions: “What kind of people are you trying to reach?” and “Where do you want exposure?”  You have a business to run.  We’re marketing experts.  Why wear multiple hats when you already have a business ally?  A NTENT campaign eliminates the need to choose, experiment with and bid on keywords.  We place you on some of the most premium sites on the Web in front of a demographic you choose to target.  Our copywriting and graphics team custom-design your ads from scratch while your dedicated account manager monitors and breaks down the results for you.  Best of all, these services are all included with your campaign at no additional cost.

 

Take a look at another article that will help you in your advertising campaigns  10 Paid Search Tips to Live by in 2013.

What does Semantic Search Have to do with the Knowledge Graph?

 

 

Back in May of 2012, Google announced the Knowledge Graph, its first foray into semantic search[1].  Semantic search seeks to understand a user’s intent and provide relevant information through artificial intelligence.  Semantic technology was originally developed for US intelligence operations and surfaced in the search engine community in 2008[2].  As search engines struggle to figure out how exactly to incorporate semantic search, NTENT is a couple of steps ahead.  As strides in artificial intelligence (AI) research are made and expressions are added to semantic databases, this technology will prove even more valuable in search.

 

THE NTENT ADVANTAGE

It is interesting that Google is just now working on its semantic search technology when we, at NTENT, have been at the forefront for years now.  Google, essentially the creator of search, is realizing – slowly but surely – that semantic search is the way to go.  NTENT has already bridged the gap between search and display advertising and our semantic network already encompasses over 2.5 million expressions.  And while Google continues to try to realize mobile monetization with its soon-to-be-released Enhanced Campaigns, NTENT has already released a semantic-based Android app with much more mobile support to come in the near-future.

 

 

Written by: Peter Simone

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[1] “Introducing the Knowledge Graph: things, not strings.” http://googleblog.blogspot.com/2012/05/introducing-knowledge-graph-things-not.html

[2] “How Search & Social Engines Are Using Semantic Search.” http://searchengineland.com/semantic-search-what-is-it-how-are-major-search-and-social-engines-use-it-part-1-133160?utm_campaign=wall&utm_source=socialflow&utm_medium=facebook

5 Common Mistakes in Paid Search and Tips to Avoid Them

In a world where new marketing strategies and platforms are emerging faster than ever before, it’s hard not to make mistakes.  The reality is that most businesses make mistakes every single day.  The key is to learn from them.  The trick is to continually assess the mistakes your company is making when it comes to paid search advertising.  The good news is that online advertising campaigns are not permanent, they allow for trial and error.

 

We’ve pulled together a short list of 5 of the worst mistakes that we’ve seen businesses make.  Fortunately, there is also room to learn from these common mistakes and doing so could whip your campaign into tip-top shape in no time.

 

1. Making your homepage the ONLY destination

If your ad features a specific product, then your users should be taken to that specific product page when they click on your ad.  If you send them to your homepage, it’s almost certain you will lose them.  The less clicks it takes for consumers to go from product to purchase, the better it is for your business.  For example, if you are a company that offers a variety of home décor products: wallpaper, accents, lighting, etc., your homepage is likely full of a lot of different links and options.  If someone saw an ad for “lighting”, send them straight to the page where you show your lighting options or take them to a specific type of light, if that is what was featured.  This will help avoid forcing readers to navigate around your webpage (and then usually clicking off).

 

2. Misusing or not using images

It is no secret that consumers are drawn to things that are visually pleasing.  If you opt for paid search programs that only allow for text, you’re missing out on a big opportunity to lure consumers in.  Opt for platforms that allow you to incorporate an image.  But don’t just slap one up there.  If you are a small business and/or a lesser known brand, think twice before using your logo.  Instead, opt for images that hit on consumer passion points.  For example, if you sell chicken, use images of BBQ wings that are cooked to perfection and will appeal to consumers thinking about summer BBQ’s as opposed to an image of raw chicken wings.  Put your thinking cap on and get creative!

 

3. Not making use of the text you have available in your ad

Sometimes saying things twice isn’t so nice!  Don’t repeat your headline in the description copy.  It might sound obvious, but many companies do this without even realizing.  The headline is meant to pop off the page and lure consumers in (i.e. One Day Sale, $100 off), while the description gives them more details on what it is that you want them to know about your products and/or services.  They should work together, not separately.

 

4. Disregarding the value of testing

Believe it or not, many companies flip the switch and set their campaigns on cruise control – don’t do that.  Testing is extremely important when it comes to every aspect of paid search marketing.  Very few platforms give marketers the ability to test and optimize on an ongoing basis and this is the beauty of paid search.  You want to make sure you have a plan: What are the objectives of the test?  What are you testing for?  Do use  A/B testing and don’t run too many tests at the same time.  It’s never a good idea to start any new campaign before knowing how you’re going to test its success so that you maximize response.  Not sure how to set up a test?  Call us: 212.952.9607.

 

5. Ignoring your competition

Ignoring what your competition is up to online is a no-no.  Online advertising space is competitive.  It’s more than just placement, it’s about promotions, deals and copy that appeal to consumers.  You will want to make sure that your promotional offerings are a step ahead of your competition.  But you can’t do that if you have blinders on.  Take some time every month to check in and see what your competition is up to!

 

All of this can seem a bit overwhelming at first, but know that everyone makes mistakes – even the seasoned professional.  It takes time to develop a well thought-out paid search campaign and its success is heavily dependent on testing, optimizing and the expertise of a dedicated campaign manager.

 

Written by: Kerstin Recker

SMX Advanced – Event Recap

If you work in the search marketing or search engine optimization industries, chances are that you’re a reader of Search Engine Land. The publishers of this site host a series of events around the world – the Search Marketing Expo (SMX) – covering all things related to search and attracting numerous notable experts and influencers to attend. Most recently, the SMX Advanced show just wrapped up in Seattle, and one of the big takeaways was how search will change in the near future:

• In his keynote speech, Microsoft’s Corporate VP of Information Platform and Experience, Gurdeep Singh Pall, discussed how search today is outdated. I completely agree with Gurdeep, as the concept of typing in a keyword to search something is archaic and has not evolved over in the last decade. Rather, we should be focusing on creating natural and proactive ways to get consumers what they are looking for. 


•  Google’s head of the webspam team, Matt Cutts, was also in attendance to announce a new update to Google that would help clean up “spammy” queries. This update has been dubbed the “payday loan” algorithm since that particular search term tends to yield irrelevant (and sometimes illegal) results, most often when UK searchers use google.co.uk.

From my perspective, this is all aligned with NTENT’s dedication to continuously improve search to provide better, faster and more relevant results. With search as such an integral part of our everyday lives, it’s important to know that companies are prioritizing ways to make the search experience as best as it can be. Based on the presentations at SMX Advanced, it looks like we’re all headed in the right direction.

How Video Will Look in Five Years

At Internet Week New York, Devo Harris founder of Adventr explains how Video will look like in Five years from now. He considered it to not be MOV files but a streamed controllable experience.

Using Automation the Right Way

Knowing where this person is on the journey with you, are they a customer or are they not. How to communicate depends on how they are related to you. A lot of messaging has to be automated to do this frequent reminders to customers but should know who they are communicating to.

Moog Music at Internet Week

Emmy Parker, brand director of Moog Music Inc on why they are at Internet Week. How music and instrument design are effective by internet and how tools can be created more effectively for more people.

Music Creators and Consumers

Breaking down the barriers of consumers to creators and in between. Creating tools that can make connections to bring these profiles closer together to make it easier for consumers and creators to come closer for more innovative products.

Semantic & Graph-Based Search: The Future Face Of Search

The prediction that search would become increasingly semantic and graph-based has certainly proven to be more than true. Not only have the search engines since adopted schema.org as a standard along with microdata as a syntax...

Click Fraud’s Days Are Numbered

Online advertising’s days of Wild West-like lawlessness will soon come to an end as new validation technology, human vigilance and the improved security of smart devices are coalescing to significantly reduce the risk of click fraud that is impacting digital... campaigns....

MediaPost – Semantic Search And Raw Data On Rise

Semantic search and extraction of data from natural language and pictures continues to be an important trend. Recently, Hewlett-Packard confirmed rumors that it would acquire Autonomy, a semantic-based tool used to extract information from non-structured data such as text...

MediaPost – Brand Images Heighten Paid-Search Ads

If images improve click-through rates and help sell products and services, NTENT may be onto something. The company offers marketers at Web publishers an alternative to Google paid-search ads, adding an image of the product being sold with a 140-character description, and a search box under the listing. The attached engine allows consumers to further the search through an on-site engine

MediaPost – Mobile Search Apps and Widgets Become Future Ads

Research firm eMarketer estimates advertisers will spend $1.2 billion globally this year — up 66% sequentially, topping $4.4 billion by 2015. Any foodies read Search Marketing Daily? Aside from Google, NTENT, which builds semantic search widgets and advertising solutions, announced the launch of VS4Food, a semantic and voice search app for Android phone user

MediaPost – Foodies Get Search Engine Organizing Results In Categories, Images

NTENT officially launched its semantic search and advertising platform VS4Food, a search widget for publishers. Search on a food-related query and the search engine returns results from both the publisher’s and other related Web sites. The platform organizes results into categories and serves up images along with the text, as well as image and text ads...

NTENT Provides Semantic Alternative to Google AdWords

NTENT offers a semantic image-enabled marketing alternative to Google ads. According to a recent article, “If images improve click-through rates and help sell products and services, NTENT may be onto something. The company offers marketers at Web publishers an alternative to Google paid-search ads, adding an image of the product being sold with a 140-character description, and a search box under the listing...

How Automation Transforms Ad Buying

With a transformation in the digital advertising world, ad buying is becoming completely automated, making manual process being replaced with more intelligent buying and process.

Trends at Internet Week

The biggest trend is consolidation in ad space today. Large companies are in dire need of these solutions which will lead to a more increase in revenue flowing through the system.

Will Video be Profitable

Allie Kline, CMO of AOL, describes if video will become profitable. Depending on the scale of the video it is possible to achieve profit from it, and the more engaged consumers are to video the more profitable video will become.

Driverless Cars

With the technology today, driverless cars are possible but the need for a regulatory framework is needed and when society accepts that a machine can understand and make decisions on its own sometimes.

Viewability

Colin Jeavons, CEO of NTENT, explains how viewability will change, and how its current state should be seen. The debate of viewability from video and internet browser ads.

Semantic Technology Changing Search

Colin Jeavons, CEO of NTENT explains what semantic technology is, and how it will change search. Semantic Technology is the understanding of natural language through artificial intelligence and using these qualities to better improve the accuracy and timelessness of search.

Will Search Continue to be Synonymous

Colin Jeavons, CEO of NTENT, explains if Google will continue to be synonymous or change within the next coming years. The change in how users discover content is needed to continue to tailor to consumers needs for search.

How Video Will Look in Ten Years

At Internet Week New York, Devo Harris explains what he thinks video will look like in 10 years. The ability to interact and manipulate videos will be standard within the next 10 years.

Capturing Millenials Attention

Because of technology the attention span is shortening, because millennial are always connected the need to content that is relevant and a point of view is needed to capture them.

The Future of Connected Cars

Car to infrastructure and car to car allowing vehicles to talk to each other and infrastructures to determine traffic and patterns to better optimize the use of vehicles.

What it Takes for Digital Currency to Catch On

Security breaches happen all the time, and most people keep money in the bank and consider it safe. With lots of friction with banks such as transaction costs and fees, these things need to happen in the digital world for digital currency to be considered mainstream.

The Future of Mobile

Mike Lazerow describes how mobile will change for the future, how we connect with our customers and how we connect to the consumer through mobile devices. With everyone on their mobile phones, Salesforce marketing cloud attempts to connect businesses to consumers through mobile.

How Orange is the New Black Got on Netflix

On a trip to New York Jenji Kohan, a reader of Kermans books Orange is the New Black, came up to Kerman and discussed the book and her interest in it being her next project. Netflix then wanted to host the show as most other networks would not like to host the show.

Netflix Helping Creators

Piper Kerman, author of Orange is the New Black, explains how Netflix helped with the success of the show and how it is important for new creators and authors in getting the viewers in seeing and viewing their content.

Spring Event Re-Cap

 

At NTENT, we’re always discussing the latest trends in search and advertising. Here’s our take on various key industry events that we attended and closely followed over the last few weeks: MediaPost’s Search Insider Summit, Creative Week NYC, OMMA Social, and Ad Age’s Data Marketing + Technology Summit.

 

Search Insider Summit: It’s no surprise that mobile remains a hot topic in search. According to the 2013 Mobile Path-to-Purchase study from Telmetrics and xAd, 50% of all mobile users rely on their device at the beginning of the research process. Users want instant answers so advertisers and marketers must take advantage of the available tools to make campaigns more accessible on mobile. One key question to think about it is: as people divide their searches through various platforms (PC, phone, tablet), what are the best ways to measure and track results?

 

Creative Week NYC: This event brings together people at the crosshairs of advertising, design and digital media. One of the recurring themes amongst the presentations was that consumers want brands to communicate to them differently – the expectations are much higher now. With the advantages of semantic technology and behavioral data, this is an opportune time for advertisers to present products in the most relevant, appealing, and compelling ways (and as quickly as possible, which should go without saying).

 

OMMA Social: Social networks are an integral part of brand’s online strategy. For some, the question is “how do I carry the conversation with my existing customers from in-person to online?” For others, it’s a matter of, “Which platforms do I use?” One thing to keep in mind is that interaction with brands on social networks remains low, compared to other user activities like sharing articles and playing games. The upside is that brands have access to an abundance of data about their fans and followers, so it’s becoming easier to see what goes over well with online audiences and what isn’t so successful.

 

Marketing + Technology Summit: Data was on everyone’s mind at this summit, which was part of Internet Week in NYC. As mentioned, the availability of data empowers marketers to best reach consumers across all channels. An interesting idea came from one of the speakers, Nationwide’s CMO, Matthew Jauchius. He emphasized that data should be viewed as an “enterprise asset” rather than “departmental asset.” I agree with this sentiment – the synchronization of what to do with data is critical in implementing successful campaigns, from email marketing to video campaigns and beyond.

 

As innovations in search, advertising, and marketing continue at warp speed, I’m looking forward to seeing what is up for discussion at the next round of events this summer.