The Weekly Compete Pulse


Here’s a round up of our favorite digital marketing stories from the web this week:

Digital ad spend grows, but what about investment? A new infographic from Invesp tells a story that most marketers are familiar with; more advertising and marketing dollars are spent on digital, and Google is winning most of them. It also shows that 53.5% of companies spend less than 5% of marketing budgets on conversion optimization. Should they be spending moreSocial Media Today, who reposted the infographic, asked an important question: are companies pairing that additional ad spend with investment in digital technologies, employees, and customer engagement?

Nearly half of searchers did not recognize top ads as distinct from natural search results. The Federal Trade Commission told two dozen search engine providers they need to distinguish more clearly between paid and natural search results. A 2012 study suggested that the common shaded box around paid results is not an adequate differentiator, especially on mobile devices. Read the full story from the N.Y. Times.

Including video in email campaigns increased ROI by 40%. A recent study revealed that despite the huge return-on-investment, only 25% of marketing executives surveyed are using video in their email marketing efforts. The most common reason for not using video was a lack of content. Visit Social Media Today for ideas on how to get started with email video, even if it’s just starting small.

The 7 Principles of Conversion-Centered Landing Page Design. “Conversion-centered design (CCD) is a discipline targeted specifically at designing experiences that achieve a single business goal.” A really interesting blog post from HubSpot covers four persuasive design elements and three psychological triggers that guide visitors to complete one action. I especially enjoyed the real-world examples from major brands, Amazon and Ticketmaster.

What was your favorite digital marketing story this week? We’d love for you to share links in the comments!

About Carro Halpin:
Carro is excited to join the Compete team as the Digital Marketing Co-op for, with a focus on all things social media. A third-year student at Northeastern University, Carro is pursuing a major in Communication Studies and a minor in Political Science. She has a passion for digital media. Follow her on Twitter @carrohalpin or connect on Google+