Posts Tagged ‘Ingenex Digital’

Businesses Need to Better Utilize Twitter

Wednesday, June 15th, 2011

Data shows that Twitter users are quite likely to ask questions but not to direct those questions with an @ or a hashtag. Many of these users are asking for input from their followers or from businesses. Six out of ten Twitter users wish businesses would answer questions over Twitter and data also shows business replies are as trustworthy as replies from regular users.


This is a high burden for businesses. Monitoring Twitter usage is relatively easy when people use the hashtags or the @ sign. Monitoring Twitter without those tools requires much more time, but the payoff seems entirely worth it. The digital agency needs to incorporate this into its brand monitoring portfolio. It would also be a wise move to incorporate a method of Twitter contact into an advertising campaign. Maybe some users do not use the Twitter tools (hashtag, etc.) because they are not sure about the appropriate use of those tools. The digital agency can incorporate that education as a means of increasing affective communications.

E Marketer: Twitter Users Want Businesses to Answer Them

Don’t bet on the Windows Phone

Monday, June 13th, 2011

IDC recently predicted that by 2015 Windows would control 20% of the smartphone market and the loser would be the iPhone falling to 16%. PCMagazine, however, has a better story about the current state of the Windows Phone. Visiting the major cellular carriers and specifically asking about a WP7 based unit, the writer was discouraged at every turn.


Sometimes we are too caught up in reading about capabilities and positioning of brands. In the end, the average consumer walks into the store and looks at offerings within a price point. If the representatives in those stores think the market is dominated, and will continue to be dominated, by Android and iOS, then there is little mindshare for the upstarts to gain a foothold. WP7 may make it, but for now it appears to rely mainly on early adopters and other enthusiasts. These are also the people that digital agencies need not market towards because advertisements are highly ineffective with these populations.

Keeping apprised of Windows Phone developments is necessary, but keeping in mind the actual purchasing experience is more important. For now, and the immediate future, it appears marketing on a Windows Phone will not be particularly effective.

PC Mag: Are the Carriers Strangling Windows Phone 7 at Retail?

Children’s Exposure to Digital Advertising Is Increasing

Thursday, June 9th, 2011

The news that 7.5 million children under 13 were on FaceBook reached near scandalous proportions last month. That number, however, is not at all surprising given new data recently released about children’s online behaviors. 30% of children 3 and younger spend some time each week on online. That number increases as the children grow older. 90% of children between 6 and 8 are online at least some.



While there are laws making data collection of children more difficult there are ways the digital agency can capitalize on this changing demographic. Advertising which appeals to multiple age groups can be effective and also does not require data collection. While children are increasingly online, the parent is never far away and advertisement that is child friendly and yet appealing to parents is important. Data shows parents are still the main influence of children’s consumptive desire, even though children are increasingly spending more time on social networks.

E Marketer: Young Children Consuming More Digital Media

Demographics of Online Coupon Use Are Changing

Wednesday, June 8th, 2011

A new report by Morpace shows the use of online coupons will continue to grow in nominal numbers, but who constitutes those numbers is slowly changing. Estimates don’t predict much change in the percentage of internet users adopting online coupons. 2009 saw 44% of internet users using them and 2013 predictions put that number just shy of half. With the growth of internet usage, however, that percentage bump will be almost 20 million people. Of the 2011 47%, 33% of those people have previously purchased a Groupon.



Groupon is clearly the darling of online coupon vendors, but the fundamentals may be changing. Normally Groupon caters to the small business, which is great for the digital agency. However, larger firms are now beginning to experiment with daily deal vendors including, but not limited to, Groupon. This changing daily deal partner may have the adverse effect of crowding out some smaller businesses.

Online Coupon Graph


Not only is the daily deal partner changing, but so too is the demographic of users. Normally the Groupon market is mainly married women, akin to regular coupons, making more than $50,000. The largest single group to visit Groupon in January 2011 was over 55. The digital agency has often neglected this older group because of the lack of digital integration in their lives. That assumption seems to be changing, and it may be changing precisely because of economic savings offered by digital integration.

E Marketer: Groupon and the Deal Revolution

A New Twitter Competitor

Tuesday, June 7th, 2011

Sina Weibo is a Twitter-like service that is currently available only in China. In China it is huge and the plan is to move the service into English speaking venues with Sina English. Budweiser is already on board and one of the few differences between Sina and Twitter is geared to marketing. One of those differences is Sina content is also linked to its portal, so links to longer content can still create exposure for advertisements. The main marketing advantage is the layout. Videos and pictures are displayed below the tweet-like message, Sina also operates on 140 characters messages, so viewing the content is easier.



Even though this service will make itself more of a marketing platform, digital agencies should remain cautious. Consumers are notoriously cautious about gumming up their processors with another app that offers a redundant service. To answer the redundancy question, Sina supporters point to the explosive growth Sina has had in China. However, Chinese affords more communicative potential in 140 characters than English does, and the inline display advantage is also mitigated by using apps instead of visiting the web page. The good news Sina does offer the digital agency is competition. Twitter will now have external pressures to develop, especially the in the realm of the pro-marketing differences that Sina offers.

The Wall: Can Twitter still be beaten? Chinese rival to launch in the US

Google Improves Image Searching

Friday, June 3rd, 2011

Google has rolled out, currently only available in English, some improvements to its image searching. The first change will be allowing roll over functionality. When a user puts the cursor over an image it will widen for better viewing. Google is also changing the results when “image” or “photo” is specified in the search query. Images will be displayed in a grid so the viewer will have side-by-side comparison ability instead of requiring scrolling. Google has also said it will now be easier to search for images and throughout image hosting sites. Specifics about those improvements were not announced.

Photo: Google Images

Anytime Google updates its logarithm, already considered by many to be the best, then it is good news for digital agencies. The advertising becomes more potent, and better searching means more searching as well as more time for viewers to spend elsewhere. Google updates also drive updates and changes across the internet.

Mashable: Google Search Becomes More Image Friendly

Google’s +1 Button Now Everywhere

Wednesday, June 1st, 2011

FaceBook may have invented the ‘Like’ button and the placement of that button everywhere, but now Google has a similar tool. Google’s ‘+1’ button had existed only on its search results until Wednesday. Now publishers will be able to put the ‘+1’ on their pages allowing Google to obtain more data about other spaces on the internet.



Google searches will improve dramatically as a result of this. Until now Google searches would only benefit if people had clicked on +1 on the search page. Now people will see the button on many regular pages. Google also collects, just as FaceBook does, data every time a page with +1 loads on it. Even if a viewer does not click the button Google obtains some data, and even the viewer’s non-selection of ‘+1’ tells Google something. That in itself is a huge amount of data that will help refine Google searches. And increase the power of targeted advertisements.

Mashable: Google’s +1 Button Challenges Facebook’s Like Across the Web

Cord Cutting May Not Reduce Number of Ad

Tuesday, May 31st, 2011

Hulu is in negotiations with News Corporation, owner of the Fox networks, to increase the numbers of ads delivered by Fox during Hulu content. Currently, Hulu delivers most of the ads during an episode, however, the networks providing the content are allowed to deliver some of the ads. News Corp wants to deliver more of those ads.

Making the content available online causes a share drop on TV ratings and that causes a revenue drop. Networks would like to be able to carry over some of the same advertisers so those revenues do not drop as significantly. Hulu benefits from carrying networked content because that is what draws the crowds.


Photo: Houston Press Blogs

The bellwether came from the CW Network’s online offerings. In 2010 the CW Network’s online advertising reached almost the same load as the broadcast advertising load. While many would expect this to drop viewership, it actually rose by 55% and 94% of the ads were watched to completion.

Many digital agencies may have felt stymied about advertising on TV content providers. The CW Network’s experiment, however, turns the conventional wisdom about viewers being allergic to ads on its ear. This will probably result in a rise in the amount of ad space available as well as a drop in those prices. This can be expected until certain levels of viewers have cut the cord and then viewership will become allergic to those advertisements. For now, however, we are not at that tipping point.

Ad Age Mediaworks: News Corp.’s Hulu Hope: To Add More Commercials

Google Adwords: Caveat Emptor

Wednesday, January 12th, 2011

Ever wonder how specific companies got their site moved to the top of a google search? Well they pay for that spot. A service offered by Google, called Google Adwords, allows companies to pay for the top spot on a search of any keywords you choose. As I’m sure you know, from your experience with the search engine, the highlighted sites at the top of the page draw your immediate attention, and because of this, Google Adwords is rapidly growing as a online marketing tool.


The Google Adwords program has many different options, which are adjustable to your budget. One of the most popular options is a pay-per-click option which means you pay a set amount each time someone clicks on your link and goes to your page. This seems like a pretty straight forward concept, but it does have some inherent risks. When you set up your account you choose which keywords you would like use. Your selection of keywords dictates which searches you will show up in. In addition to that there are several wrinkles to the program which makes it much more customizable, and also much easier to overspend.

An article in the Wall Street Journal discusses several businesses that were paying more than they had expected due to unwanted ad clicks. One of the wrinkles of the Adwords program is called “session-based clicks” which is something Google does to try to optimize your views. Essentially what it means is that if someone is searching for, lets say, new flooring, and they search for ten different words regarding hard wood flooring, your site will show up in all of them. They do this because, seeing that the person is looking for wood flooring, they anticipate that your advertisement will be useful to them not only on their first search, but on subsequent searches as well. Now here’s where it gets tricky: If a person searching for carpet, which your flooring site might show up on, then decides to search for something less related, like area rugs, you might still be showing up in the search results. If they stray further, say to furniture, it is possible that, if they searched for flooring enough, your ad might follow them. What this does is show your ad to, and potentially get a click from, people that maybe aren’t interesting in flooring as much as Google thought. Now, because they clicked, you have to pay. Granted this isn’t a huge problem, it probably does more good than bad, but it can lead to increased expenses if left unchecked.

Now, this isn’t to say that you should stay away from Adwords, it is a great program that offers results for a relatively modest amount. What I would recommend is that you study the program, or let professionals help you with your campaign. Luckily the Google Adwords trend has not gone unnoticed, and because of that there are a growing number of Google Certified agencies that are proficient in the Adwords program and can help you optimize your results. So if you think you might be interested in having your website seen by the masses, find yourself some help, and look into Google Adwords.