What We’re Reading: Thursday, September 27, 2012

First, a huge “thank you” to everyone who attended our panel on Integrated Digital Marketing yesterday. We had a great turnout and a terrific audience. If only we’d had two more hours to chat and answer all the great questions that came our way!

The 435 Digital Team kills it during their Integrated Marketing Panel.

As Social Media Week winds down here in Chicago, we continue to hit the books (okay, really, our laptops and smartphones) each morning to stay on top of the latest news in digital marketing. Here’s a look at what we’re reading today:

We got a lot of questions yesterday about paid search and whether online ads are worth the cost, given that so many people claim they don’t pay attention to them. iMedia Connection weighs in on this very subject:

Getting started is relatively easy. To determine the incremental value of exposure to unclicked ads, marketers can easily compare samples of users who previously encountered a display ad to users who arrived at a site without exposure to an ad. Marketers can also look to search data. There’s a small mountain of evidence showing that even if you don’t click on a brand’s ad, exposure to the ad makes you more likely to search for the brand and click on its search ads.

But the best case of all for view-through is perhaps that it dates back to the origins of advertising itself. Or, in other words, view-through is not so different from offline advertising in many respects. Agencies running off-line campaigns can point to powerful correlations between campaigns and increased sales, but, in most cases, can’t definitively prove that any given customer is responding to campaigns. And yet no one would suggest that offline campaigns have zero value or that attempting to measure their success is pointless.

And view-through is superior to most offline campaigns in an important respect. If someone arrives at a Walmart store, Walmart can’t be certain that they saw the Walmart billboard on the highway or the full-page ad in the local paper. With a view-through, a brand at least knows that the user was exposed to the ad, even if only briefly.

Think that you don’t need a responsive or mobile website? You might want to think again, says Google:

In this world of constant connectivity, consumers expect to find the information that they want, when they want it – especially when they’re on the go. We know that this applies to their web browsing experiences on mobile, so we took a deeper look at users’ expectations and reactions towards their site experiences on mobile. Most interestingly, 61% of people said that they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site. The bottom line: Without a mobile-friendly site you’ll be driving users to your competition. In fact, 67% of users are more likely to buy from a mobile-friendly site, so if that site’s not yours, you’ll be missing out in a big way.

Finally this morning, if there’s a more creative ad out there right now, we haven’t seen it. Coca-Cola turns its print ad into an iPhone speaker.

The weekend is almost here. Thanks for stopping by!

Tags: , , , , , , , , , , , ,