The Weekly Compete Pulse
Last week we shared with you the best of the Compete Pulse blog from 2013, but now it’s time to get back to our usual round up of our favorite digital marketing stories from the web this week. Enjoy!
The Weekly Compete Pulse: Looking Back at 2013
With 2013 in our rear view, we decided to look back at all of our blog posts and see which were the most read, liked, tweeted, and shared to show you what you found most interesting. Let us present the best of the Compete Pulse, as decided by 2013.
The Shifting State of Digital Ad Sales
As readers of this blog know, at the end of this year the industry will begin transitioning from a served to a viewable impression standard. This may not happen tomorrow, or in October — but it will happen sooner than you think. Advertisers will finally stop paying for ads that have no chance of being seen by the consumers — that is, those ads that are below the fold or that are skipped too quickly.
The Unbearable Lightness Of Branding
Direct response campaigns bring in new customers, move the inventory and are held accountable to hard business KPIs. Branding is about creating awareness, perceptions and attitudes. Direct response results are evident from campaign data itself.
The Weekly Compete Pulse
Here’s a round up of our favorite digital marketing stories from the web this week: How one company used hilarious marketing to stand out from the crowd, the necessity of social media when it comes to SEO, the even higher prevalence of smart phones among American adults, and the results from Moz’s 2013 Search Engine Ranking Factors survey.
Where Will the Dunder Mifflin Brand Live On Without “The Office”?
NBC’s The Office aired its final episode May 16th. Since the show’s debut in March of 2005, the series has won 75 different TV honors and the finale was the best performing episode in 16 months, earning a 2.9 rating among adults 18-49 with 5.4 million viewers tuning in. Hopefully, this on-air success will continue to benefit…
Make the New Path to Purchase Work For You
The singular, orderly, sequence of purchase stages has been scrambled, and marketers need to conform quickly. Consumers are changing the way they research and purchase online, and new shopping paths are emerging depending on behavior, device, location, and intent. It’s not just what consumers do that is important; it is also how, when and why they do it. Consumers are distracted, but smarter. Marketers can be smarter, too.
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.
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.
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…