Archive for the ‘current events’ Category
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Marketers are Getting More Measurable
New data from eMarketer this morning confirms what we’ve seen: marketers are surviving the recession by getting more measurable and ROI-driven.
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Recession tips for marketers to get more measurable
In the past three months we have experienced a sudden spike in interest in Conversion Rate Optimization. As we predicted over a year ago, in this Recession marketers will feel the pressure to get more measurable with their advertising dollars and Conversion Optimization is counter-cyclical. When the market is booming, there’s lots of appetite for risk-taking and spending without measurable return but now Conversion Optimization is taking the driver’s seat.
Today, MarketingVOX summarized the findings of an Econsultancy report. Not surprisingly, it shows that B2B marketers are shifting their spending away from CPM-based online ads to more measurable and accountable Cost-per-click (CPC), Cost-per-lead (CPL) and Cost-per-acquisition (CPA). Continue Reading
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Ad Agencies May Be Seeing the Light – Can Broad-based Adoption of Conversion Optimization Be Far behind?
Ad Age reports that London-based WPP has forged a strategic alliance with web-analytics firm Omniture and made a $25 million investment in the company.
“From WPP’s perspective, analytics, measurement, optimization are increasingly important to our clients,” said Mark Read, WPP’s director of strategy and CEO, WPP Digital, as more than one-fifth, or about $4 billion, of WPP’s $15 billion in worldwide revenue now is derived from consumer insight. Continue Reading
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The Downturn’s New Rules for Marketers: Micromarket to Optimize the Conversion Rate
It’s no longer “been there, done that”, according to an article published today in The McKinsey Quarterly, the business journal of McKinsey & Company.
“The old recession playbook won’t work this time around” writes the author, David Court. And “those who follow the survival techniques of past slowdowns risk betting on the wrong Continue Reading
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Get a Free Conversion Optimization Experiment
We’re in SMX Advanced today and, in the Conversion Optimization session, Tom Leung from Google announced a free contest.Google will be selecting several web sites to receive a free Conversion Optimization experiment with Google Website Optimizer.
You can sign up for free here.
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More good news for Internet Marketing
We’ve been saying for a long time now that Conversion Optimization is an important tactic to include in your “economic downturn strategy”.
While I think Forbes may be premature in it’s optimism that online advertising will avoid feeling a Recession, it’s our belief that Conversion Optimization at least should be counter-cyclical.
Online marketing is clearly more measurable and accountable than offline and deserves to have an increasing proportion of advertising spend. But that also means that it will get even more competitive and expensive as the large players pour more effort into it. During difficult times you need to spend more time sharpening your axe to increase your competiveness.
Ed note: What’s the best way to sharpen your internet marketing axe? Try Conversion Optimization.
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Accenture acquiring Memetrics – and our sector continues to “get respect”
Just a few days ago, global management consultancy Accenture announced that it is acquiring Memetrics, a Web optimization testing company. This latest deal in our marketing performance sector follows Omniture acquiring TouchClarity and Offermatica last year and Interwoven buying Optimost.
IMHO these acquisitions represent not so much industry consolidation as a growing awareness (some might say ‘groundswell’) of the opportunity that conversion optimization presents to businesses, large and small, to “do more” with the expensive but anonymous traffic that is already on their websites. And — bonus! — it’s all measurable: it’s all about what customers *demonstrably* prefer and not what management or the web designer *likes*…
But (isn’t there always one?), there are real issues around execution.
Landing page optimization is not about the technology – it’s about business. There are many wonderful online testing tools, including free Google Website Optimizer, which allow marketers to run experiments on their web pages and determine which layout, offer, creative and copy combination deliver the highest number of conversions.
The execution issues revolve around… Continue Reading
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Tom Leung is coming to Vancouver
We’re thrilled that Tom Leung has agreed to present a session at the BC Association of Integrated Marketers luncheon on Feb 7th, 2008.
Tom LeungTom’s session is titled “Google’s Proven Truths About Online Marketing” and is sponsored by WiderFunnel, of course.
The event will be highly interesting and interactive and will sell out.
I’m not bluffing about that. We sent out an email invitation to a few (well, more than a few) of our close contacts yesterday and we just found out that they’ve already sold 25% of the seats within the first 24 hours. The event organizers told us that they “have never seen so many come in so quickly.” We may have to get a bigger room.
You can get all the event details Continue Reading
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Analytics Consolidation: Omniture Acquires Offermatica
We got the official media release from Omniture this morning: Omniture Acquires Offermatica
We often get asked about the differences between an analytics tool and an optimization tool. If anyone still seriously questions the value of optimization, this acquisition demonstrates it. The answer: $65 Million.
As we always say, the analytics tool is for diagnosing the problem and the optimization tool is for finding the solutions. We at WiderFunnel have experience working with both Omniture and Offermatica – and welcome the acquisition as a great step forward in improving marketing effectiveness.
The tighter integration of these tools is great news for Omniture and Offermatica customers!
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Marketing on FaceBook? Beware…
If you are considering writing an application for FaceBook – beware, as we may be reaching saturation point when it comes to this fast growing online community.
To read more, check out what Anne Holland, the guru at MarketingSherpa has to say at www.marketingsherpa.com/article.php?ident=30010 … and you can then read my comments, which she also published on her blog, at
http://www.marketingsherpa.com/article.html?ident=30023
Raquel Hirsch
Chris Goward
