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Online Marketing

The Latest Trends in Web Analytic Software

by DigiMarketing on August 10, 2010

70% of Advertisers Are Looking for a Better Way of Measuring and Tracking Their Online Marketing Efforts

Omniture, an online marketing and web analytics company, released an in-depth report reviewing current online marketing tactics and measurement tools for blogs, user generated content (UGC), social media, and display advertising.  The purpose of the study focuses on consumer behavior given today’s overwhelming online advertising landscape, as well as how marketers can quantify their online marketing campaigns.  The study is packed with great insight on where consumer habits are trending. What’s most interesting and highly sought after by any online marketer is how to quantify these tactics and what the best analytics tools are for this.

Current Web Analytic Tools and Trends

While traditional forms of advertising i.e., brand, image, display, have been widely used online since the Internet’s inception, new measurement tools are being looked at to bridge the gap between impression and click through.

Here’s a snapshot of the article we found most intriguing:

“More than any other time in the history of the Web, marketers are measuring a variety of metrics. On average, they use six metrics. Click-throughs account for the highest usage at 80 percent, followed by impressions at 62 percent.

Direct response-oriented metrics are becoming increasingly popular at 57 percent, particularly registrations and purchases. In addition, engagement mapping (also called purchase path measurement or attribution) is emerging as a metric – - it is the idea that you can attribute a consumer’s fulfillment to a previously viewed ad, even if they took not obvious action at that time.

This lingering awareness, or latent impression, results in the consumer clicking a second similar ad or returning to the Web to perform a search on the product. The principle is a new idea; it is happening in relation to Web analytics tools as a way to determine how display campaigns really affect consumer behavior on a particular site.

Marketers must expand their metrics horizon to consider out-of-box methods for measurement, such as using free tools for listening to buzz on other sites about your product or creatively leveraging search analytic tools you are already paying for to monitor how individuals change their search behavior, as an indicator that your advertising in the social media space is having a desired impact.”

Jupiter Research’s findings state 70 percent of advertisers want more accurate campaign measurement.

The Omniture report, collaborating with Jupiter and Forrester, goes on to introduce a newly formed metric: Engagement Mapping (also called Purchase Path Measurement or Attribution). This consists of the idea that as the advertiser, you can attribute a consumer’s fulfillment to a previously viewed ad, even if the action is not taken at that time. Simply, if the consumer sees an ad campaign targeted to where the demographic is searching, it will be highly likely that the consumer will run into that same ad campaign enough times – -  the end result being a response to purchase.

In today’s world of ad tools overload, there is an emerging need for an accurate, simple, and manageable web analytic software. Emily Riley, a senior analyst at Jupiter Research, sees that advertisers are only beginning to see the need for attribution. “The pivotal factor for success is to figure out the resulting behavior, then be able to reverse segment the user population based on whether they saw the campaign or not”.  For instance, tracking the impression and click through rates.  She goes on to say, “This will start to prove that those who are exposed to creative spending are more likely to convert over a period of time.”

Thus, serving the consumer ads that are relevant and targeted is key of course, but making sure that Advertisers can directly link the sales funnel through to purchase with more robust analytics tools is what’s on the mind of most advertisers.

For Digispace, an online performance based advertising company already providing web analytic software and optimization tools in the CPA and direct response segments, we believe we’ll crack this code too. Stay tuned!

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Helping Online Professionals Conduct Professional Offline Networking

by admin on July 27, 2010

Tips to help you stand out in the crowded world of online marketing

With Ad Tech around the corner, we want to help refresh your memory of the importance of networking and building connections with others. Specifically in the industry of online marketing and advertising where more individuals becoming consultants and self-employed workers, it is imperative for us to understand the power of professional networking.  It allows you to connect with like-minded individuals, but where most people fail is that they do not exchange contact information or never follow up with the individuals that they met.

Here are a few tips to make it easier.

If you have an iPhone, then download the free app called Bump. Bump allows you to share contact information with other iPhone users simply by bumping your phones together.  This makes it simple, even allowing you to include a picture of yourself making sure you don’t get lost in the stack of business cards collected over time. You can download this app by searching for Bump in iTunes. The Bump app is now available for the Android.

When sharing contact information with individuals, make sure to include the following:

Your name, email address, that you check most frequently, accessible phone number, instant messenger handles (AIM, Skype, ect.), a picture of yourself, social networking sites, your business website or product site, and a few words to summarize yourself just in case the person forgets- ex: guy from xyz forum.  Text messaging is becoming more acceptable, as it is easier for people to reach and respond to others. Just make sure if you feel fine text messaging that you identify yourself.

Although you are giving individuals a lot of information, it allows them to reach you in their most convenient way. You have to understand that at these types of events, you can meet some major players and genius underground marketers.  By gaining contacts in this industry, you can build friendships that can turn into joint ventures, business partners and even private masterminds.

If you don’t have an iPhone, that’s OK too. Take the traditional route such as a business card. With a traditional business card, try to include the information that was outlined above. Also, try to keep the back with minimal text and graphics. Having an almost plain side on your business card allows individuals to take notes.  If you receive a cad, write a note or special information they shared.  This will help you out when you get home.

If you have a Blackberry, you can easily share your information with people via email.  Before you attend the event, make sure to create a contact of yourself with all the information stated above.  Then when it comes time to share your information, just select “compose” and ask for the individuals email address. Then select “attach content” and choose the contact you created earlier.

Never be intimidated when it comes to exchanging information.  You will never get what you never ask for, the worst they can do is give an excuse to why they don’t have their business card, so give them yours, or even exchange email addresses. If you are attending a seminar that is multiple days, make sure to get acquainted with your neighbor, but change seats from day to day, same goes for breakfast and lunches. Once the seminar is over, find out what people are doing after. Are some attendees going to dinner? If so, try to join them and continue the conversations and learning more.

These small recommendations can help you get comfortable with networking.  Once you do it more often you will become confident, making it easier to find your own personal plan. But you have to understand that you will need to be patient, it will take months to start benefiting from any contacts you have made. But it is true that if you start things off by helping others, listening to others, making connections for others, then things will certainly start happening for you.

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Pepsi Leaves SuperBowl Broadcast Advertising Behind and Transitions to Online Social Media

by DigiMarketing on July 7, 2010

Pepsi’s Refresh Campaign Blazes New Trails with Online Marketing Technology and Advertising

Pepsi has decided to blaze its own path down the advertising super highway forgoing their iconic commercials from one of the most-watched television programs of the year, The Super Bowl.  Despite the rampant decline of television viewership due to cable and sought after Internet options, advertisers are still willing to pay big bucks for a spot on such highly watched sporting event. As you may have noticed Pepsi decided not to advertise this last February in the Super Bowl, but instead they have generated a social campaign that allows Pepsi to be in direct communication between them and consumers by initiating “The Pepsi Refresh Project”.

Pepsi spokesperson Nicole Bradley says the project’s main goal is to create an accessible discussion between loyal and prospective customers.

“The Super Bowl broadcast can be an amazing stage for broadcasters, and [PepsiCo subsidiary] Frito Lay will be there in a big way,” she tells DMNews. “But our beverage brands’ marketing strategy in 2010 [is] less about a singular event and more about a movement. We are always looking to further develop our two-way conversation with consumers.”

This hits hard on the head of social engagement, attracting consumer thoughts on sustainability.  Rather then spending the money on the ads, Pepsi has allocated $20 million to fund thousands of projects from the ideas of Americans. Since January, the Refresh Project has been giving $1.3 million for 32 grants each month from literacy projects to programs that provide tuxedos for prom. Then online voters choose winning projects.

Recently, Pepsi added an additional $1.3 million toward ideas that will help refresh the oil spill that hit the Gulf of Mexico, proving that corporate contribution and social responsibility is an action Americans want to see, moreover, become involved with. 

But from a business point of view, is Pepsi seeing the social success?

Irbtrax, an independent SEO marketing firm has been closely monitoring the Pepsi Refresh Project resulting in some interesting analysis.

According to Irbtrax founder Scott Moir,  ”At its core it’s a well planned Internet Marketing campaign based on Advocacy that is utilizing it’s existing Social Media assets to spread the word virally. Its appeal has been enhanced by perception. A perception that was fueled by the publicity and Internet chatter they created when they ‘pulled’ their Super Bowl advertising.”  Using two core on-line marketing strategies, trends and timing, Pepsi used the trend towards social media and the timing of the Super Bowl to their advantage, gaining an on and off line buzz.

A further look at the Pepsi Refresh Project from an internet marketing research and statistical perspective, Irbtrax shows the following:

- Campaigns of this magnitude generally take months to plan, develop and refine – -refresheverything.com is a stand alone website. The Domain name was apparently registered on 11/30/2009.



-The top four traffic generators for refresheverything.com are Google searches, Facebook, Pepsi.com, and Twitter. This traffic experienced a huge spike just prior to and after the Super Bowl.

 Since the Super Bowl, the site’s traffic has increased about 800% and remained consistent. The result of this traffic spike is that refresheverything.com has a United States Alexa ranking of 4,083.  About 75% of the site’s traffic is coming from the United States.

International Refresh Project coming?

- The refresheverything.com Meta Title is ‘Pepsi Refresh Project’ and contains 21 characters.

- The refresheverything.com Meta Description is ‘Pepsi is giving away millions each month to fund refreshing ideas that change the world. The ideas with the most votes will receive grants, so vote for your favorites. Do you have an idea that needs support? Learn how Pepsi can help.’ It contains 233 characters.

- The Keywords are: ‘Fund your project with a grant from the Pepsi Refresh Project!’

With two votes casted every second, more and more people have been driven to Pepsi’s site to get involved, showing an increase in website traffic, which helps direct communication with no clutter coming in from third parties. This long term internet advertising plan also could be the beginning of many marketing strategies we may see coming from corporate giants.

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Digispace Solutions Launches the Magic Bullet System

by DigiMarketing on April 30, 2010

The Ultimate Tracking and Optimization System for Media Buying

SAN DIEGO, California (April 30, 2010) – Digispace Solutions, a media and technology development company, has created an all-inclusive media campaign management system for CPA and Display Advertising.

“We’ve been using all kinds of systems in affiliate and internet marketing over the years and realized there were too many systems needed to launch and manage one campaign”, states Jose Rivera, part Founder and President of Digispace Solutions.  Amish Shah, part Founder and CEO mirrors this thinking and together Shah and Rivera pulled in their programming team to create the Magic Bullet System.

“No one had a system where you could build your website or landing page, pull competitive research and keyword groups, spy on competition, review bids and profitability scores to ensure campaign success , and then launch, track, and optimize your campaign – - all using APIs bridging the current industry standard systems and bringing them into our all inclusive system.” Says Shah. 

Digispace has been using the Magic Bullet System as their internal campaign management system for years to create and monitor their campaigns.  Because Digispace also has an ad network called yMultimedia, where affiliate advertisers can select exclusive CPA offers to run campaigns, deciding to launch a system externally, branded as The Magic Bullet System, was the next natural step to helping Digispace customers succeed with their own campaigns.

The initial soft launch of The Magic Bullet System, garnered over 500 customers in over 59 countries showing the breadth of activity and strength in international CPA advertising for affiliates and online marketers.  Digispace is committed to creating value in online media and technology systems that increase revenue internally and externally through its automated web-based apps.

Digispace Solutions, is an online performance-based advertising and technology company focused on providing proprietary web technologies to power online advertising strategies and solutions.

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