New Products…Old Tactics…Email Marketing

Email marketing is still very much the most successful and cost efficient way to market a business. 75.8% of marketers are using more promotional emails to market their business than they were three years ago. To determine the most effective email marketing campaign for your business, check out these tips:

• Ongoing list generation – don’t lose your contacts!


• Smart list sourcing – create your own list, it takes more time and effort, but it is the most effective


• Simple steps to inbound marketing – get customers to opt in to hear from you by having them sign up for newsletters/blogs


• Social sourcing – utilize social media!


• Understanding unsubscribers – find out why people unsubscribed from your email campaign


• Relevant content – don’t send emails that aren’t relevant to your target market


• Mobile – 43% of emails are opened on mobile devices, keep your emails simple, short, and mobile friendly


• Third-party integration for easy import and tracking – utilize CRM software to help save time and money, track responses, and change account statuses


• Know the sender score – don’t let your emails fall into the spam/junk inbox


• Measurement and analytics – track the total number of opens, clicks per link, bounce rates, unsubscribe rates, and date and time sent

Email marketing is still the most efficient form of marketing in today’s world and using these tips can help you to optimize your email campaign! Check out the full list of tips and many more tricks to having a successful Email marketing campaign at http://www.dmnews.com/email-marketing-still-works/article/323282/

Search Finds New Homes

 As search continues to be a prominent feature of social networks and mobile devices, advertisers are expected to tailor their campaigns to accommodate for search in new ways: innovative mobile advertising formats, apps that deliver information in new ways, and search engines that evolve into “answer engines.” 

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NTENT Leads the Way in the Search Technology Industry with Acquisition of addGloo

NTENT recently announced its acquisition of the demand-side platform (DSP) addGloo, further adding to NTENT's position as the leading semantic technology company. With this acquisition, NTENT will continue to lead the way in the online advertising marketplace of integrated search and contextual targeting.

AddGloo focuses on integrating real-time semantic analysis with real-time bidding (RTB) for online display advertising. This technology allows search marketers and display advertisers to target and bid on display ad inventory using keywords, phrases, subjects, and sentiment across the web, as well as mobile and video.

With this acquisition, advertisers will have the ability to maximize their ROI and give them a more efficient way to purchase, execute, and optimize online campaigns with greater relevance and scale via real time bidding. Customers will no longer have to worry about their ads being aligned with content that is irrelevant. This also gives businesses the ability to integrate search with their display campaigns

Utilizing our semantic search technology in combination with addGloo introduces a new approach to targeting online content with superior quality, brand safety, optimizations, and transparency. This highly innovative advertising solution brings new opportunities to NTENT and their customers. To learn more about NTENT’s acquisition of addGloo, see our press release on Businesswire!

http://www.businesswire.com/news/home/20140415006269/en#.U07VZPldWul

NTENT Acquires addGloo

Semantic Technology Company to Launch Demand-Side Platform (DSP) with Real-Time Analysis, Providing Better Performance for Advertisers Across All Platforms. NTENT, the leading semantic search technology company, announced its acquisition of addGloo, a demand-side platform (DSP) focused on integrating real-time semantic analysis with real-time bidding (RTB) for online display advertising. NTENT is now in a position to give advertisers a more efficient way to buy, execute and optimize their online campaigns with greater relevance and scale via real-time bidding. 

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What’s Happening in Search?

Mobile adoption has significantly influenced the evolution in search, and marketers need to take note. For the first time ever, more Americans accessed the Internet using mobile devices than PCs. According to comScore, smartphone and tablet devices accounted for 55% of Internet usage from apps and mobile browsers. Access to information is now only a couple taps away and users are demanding that search engines provide answers as quickly as possible.

To meet such high expectations, semantic technology has helped search engines better understand natural language and the intent behind a user’s search queries. Users are now searching in long form questions like “how do you change the oil in a 2014 Toyota Corolla” instead of just “oil change.” This is why keyword matching is becoming less important, due to its limited ability to understand context.

One example of an evolved search engine is Google. With its latest Hummingbird update, Google mad semantic technology mainstream. Hummingbird deciphers the meaning behind a query and offer results that match user’s intent. Google also increased the scope of its Knowledge Graph results, which offers users additional information on the right side of the search results page, often providing images and facts that are applicable to a search.

Similarly, social media search is evolving. Facebook announced that its new Graph Search is equipped with semantic search technology so that users can find the connections they want more easily, and so advertisers can better understand a user’s preference. Graph Search also enables accurate targeting of marketing since it can make new connections and provide new deeper data based on users’ activities. 

Enhanced semantic technology in search is good news for marketers as it expands opportunities and improves perception of a consumer’s intent. The savviest of marketers will be thinking about quality content because marketing campaigns can drill down to finer and finer demographic sectors based on intent. They will also be thinking about effective distribution since simply buying a paid search space on Google, Yahoo and Bing is not going to cut it anymore. Ads must be smarter, must be integrated amongst all social media sites and available across all platforms as 35 percent of searches occur outside of search engines.

The evolution in search will continue, but the future possibilities are endless for those who incorporate the new capabilities of semantic technology in their digital marketing strategies.

Industry Discusses Time-Saving Technologies at Ad:Tech SF

Programmatic ad buying – the use of software to purchase digital ads – was a hot topic at ad:tech San Francisco this year. Based on the conversations and panel discussions at the event, the demand for programmatic technology continues to grows and is rapidly being adopted by advertisers. By 2017, eMarketer projects that advertisers will spend more than $9 billion in programmatic advertising, which accounts for 29 percent of total US digital display and ad spending.

This major shift in advertising is a response to the explosion of mobile devices and social media. In 2013, Nielsen reported that Americans spent an average of 34 hours per month using mobile devices, which is more than the average 27 hours they spent on PCs. However, advertisers have been slower to move away from traditional methods and fell behind in digitally targeting potential customers.

Automated systems in advertising can make decisions based on real-time data points and algorithms to deliver the best, targeted and relevant ads to consumers across all platforms. Similarly, advancements in semantic technology can discover relationships and understand similarities between ad content and publishers’ web pages, eliminating the need for advertisers to manually select and manage keywords

Technological advancements such as these are great for advertisers, as running a robust campaign across multiple platforms is painstakingly difficult. By having some of the menial tasks taken care of, advertisers can focus more on the creative process of a campaign. Publishers also benefit from automated and efficient ad sales that maximize revenue. And ultimately, consumers will have a more positive experience by seeing relevant ads that are specifically targeted just for them. Everyone stands to benefit from this cohesiveness.

While these technologies will remain a hot topic of discussion in the industry, time will tell how fast advertisers are willing to adapt. In order to keep up with the rapidly evolving media landscape and changes in consumer behavior compel, the industry must also evolve in their approach to combine the art and science of running a successful advertising campaign.