Monthly Archives: May 2013

Success Stories: Use Search Intelligence to Acquire Strategic Assets

Regularly monitoring competitive intelligence search data is key for short-term SEO strategy, but it can also dictate long-term digital marketing plans. As an online brand, you should be regularly monitoring referral keywords, or search terms that bring traffic to your site. Yes, this can be done in your local analytics. But, local analytics don’t show what keywords are driving traffic to your competitors’ sites.

The 6 Types of Digital Consumers and Their Paths to Purchase

In our continuing research on the digital consumer, it’s imperative to ask ourselves what role digital media plays in the path to purchase—the journey consumers take along the decision-making process. A study released today by GroupMNext and Compete gives us significant insight into the Modern Digital Consumer Journey.

Optimize the Metric That Matters: Impact

You are more likely to summit Mount Everest than click a banner ad. Your chances of viewing an ad targeted to you? Flip a coin. Ad viewability is a mere 48%. The odds of an impression leading to a statistically significant uptick in purchase intent? 1 in 100. The time-tested “Deliver my ads to the right people, in the right place, at the right time, with the right message” simply does not work–and it’s only getting worse.

Sunday Series: Baseball Fast Movers–Home Run for the Red Sox

Baseball is America’s pastime–so it’s only appropriate that we looked at the fastest growing baseball sites on the unofficial first weekend of summer! Baseball Enthusiast sites had 20 million Unique Visitors (UVs) in April at the start of the season. The start of baseball season attracted more attention this year; monthly traffic was up 13% over April 2012. More people did not just visit baseball sites but also spent more time on them.

The Weekly Compete Pulse

The marketing team here at Compete compiled a list of the most popular digital marketing stories online this week. Enjoy and happy competing, marketers! 67% of smartphone users would rather see advertisements than pay for premium content. A new study revealed that consumers are willing to exchange personal information for free digital content. The percentage is even higher for tablet users: 70%.

Reaching Consumers Through Mobile Marketing: Tweets from #mmaf2013

As digital marketers, our new frontier is mobile and mobile marketing. Two weeks ago, the Mobile Marketing Association hosted its annual NY forum with the theme “Mobile’s Role in Closing the Loop Along the Path to Purchase.” We identified three discussion points from the forum, and some fresh new statistics to highlight the role of mobile use in the consumer path to purchase. All sources are from #mmaf2013

Brand Tweets Drive Automotive Shopping Action

Following the exciting automotive year-end shopping season, Compete and Twitter partnered together to understand the impact that Tweets posted by automotive companies have on the consumers who see them.  Specifically, we wanted to know whether Tweets influence consumer behavior; are people exposed to an automotive Tweet more likely to visit the manufacturer’s website and take action…

Optimize Digital Touchpoints: Attribution or Path to Purchase?

Attribution modeling vs. path to purchase analysis: What’s the difference between the two? Which model is better? The purpose of both models is to establish optimal touchpoints for consumer interaction with the brand and to achieve the best cost savings and customer experience. Attribution is ad-centric; path to purchase is consumer-centric…

Sunday Series: Traffic Rises to Political Blogs

News and political blogs grew 11% in April with over 14 million Unique Visitors (UVs)–making it the one of the Top 20 fastest growing categories (according to Compete PRO). It was a busy news month–reflected in the second fastest growing site online: CNN.com. Below are ten of the news and political blogs with the largest increases in monthly UVs. The list naturally split almost evenly along party lines…

The Weekly Compete Pulse

We’ve compiled a list of the most popular digital marketing stories online this week. Enjoy and happy competing, marketers! Buying Tumblr will give #Yahoo an additional 15 billion pageviews a month. Multiple sources claim Yahoo CEO, Marissa Mayer, is near closing a $1 billion deal to purchase Tumblr–and its 107 million microblogs. Besides the impressive numbers, Tumblr would make Yahoo! look cool again. But, Tumblr is already hugely successful…

2013 Tax Season: TurboTax Remains King in Procrastination Nation

In our increasingly digital world, online accounting and tax services are a huge industry: the category of 52 sites had nearly 62 million Unique Visitors (UVs) in February, the height of the tax filing season. How did consumer tax-filing behavior compare to last year’s tax season? Here are some insights I pulled from Compete PRO…