We have made a small but very useful update to Headlight.
We have added new data to our Google Integration. Now Average Position from Google will be available in the interface, you can find Average position in the following PPC drill downs for Google data.
1. Activity Name
2. AdGroup
3. Keyword Bought
Average Position data is available from 1´st of December 2008 and onwards.
The Average Position column is by default available for each of the three views. You need to add the column once if you have a custom view.
If you have any questions don´t hesitate to contact our support and / or your account manager.
Being a slacker is easy when everyone else is one, and in online marketing, that is exactly how it has been up until now.
I am sure that many of you who reads this blog knows you really ought to be measuring your success, if nothing else then for the sake of letting your management know that something is actually happening in your marketing department or to satisfy other stakeholders in your company.
Many of us tend to forget that measurability is the keystone to modern empirical science and without it it is highly doubtful that we would have taken even a remote amount of the steps we have taken into the modern comforts we surround ourselves with today. Measuring is the keystone in progress. If we did not measure anything, we would be left unable to act. Noone has ever improved their effort, without first measuring in some form the output of former efforts. It is impossible to deem whether something has been an improvement without measuring it and it is equally impossible to evaluate ones effort unless it can in some form be measured and compared.
Sometimes what we measure might surprise us or might not tell us what we wanted to hear. We can however be sure that we are much better off when having something measurable to relate to rahter than rolling a dice every time we want decide on doing something or not.
Tuesday I went to an event with the Brand Guru Martin Lindstrom.
The main theme for the event was his new book Buy-ology which is about NeuroMarketing.
Neuroscience + Marketing = Neuromarketing
Mr. Lindstrom has spent four years and a lot of money investigating the human brain. The purpose, how are the human brain affected by brands and marketing in general.
One of his key findings is that campaigns for anti smoking and similar don’t have the intended effect, actually it has the opposite effect. The crave area of the brain start filtering the information and discard all of the warnings.
The marketing budget for Marlboro has been reduced with 30% over the last 5 years, there are simply not allowed to do public marketing anywhere in the world. The interesting part is that the sale has grown by 8% in the same period.
The tobacco industry needs to find new ways to build their brands, but how?
I have attached a picture of a front page from the Danish magazine Børsen, a well respected magazine here in Denmark and similar to Wall Street Journal in the US.
All the magazines in Denmark are struggling due to decrease in circulation and on top of that the financial crisis. They need to find new ways to generate revenue to survive.
Look at the picture attached, find anything unusual ???
Why is the girl on the picture smoking a cigarette while she by the way is drinking milk, what a cocktail?
It’s called product placement. I would really like to know how much House of Prince paid Børsen?
This is good sales work and I guarantee it works. Maybe Apple has done the same?
I am looking forward to the day that Headlight can measure the effect of product placement.
It was only a matter of time before “our dear leader” Morten E. Wullf could not keep his mouth shut any longer about data and its importance in online marketing, so we decided to spring him on a bunch of top marketers in the Danish online marketing scene.
Along with experienced guest speakers Wulff held a noticable presentation about the future of online markting technology and data’s central role in the mix.
Wulff says: “Data is the new creative!”
The prominent speakers to join us at the seminar was Linn Drivdal Mellbye, Marketing Manager Northern Europe for Premiere Global Services and Anders K. Hansen, CEO fof e-conomic Denmark. Both presented their interesting customer cases and what challenges they were facing in their diversified online marketing day to day work.
The seminar ended in an interesting debate on social media, it’s measurability and importance in the future of online marketing as well as the importance of measurabilty and data in B2B marketing.
Judging from the involvement of the participants, which counted about 45 brave marketers, it was a succesful clash of ideas and oppinion and we can only recommend you to participate in the coming seminars in the future.
Look out for more opportunities for debate, in the coming months on the Dojo, your favourite blogspot.
We have just released our second newsletter and would of course like to share it with our blog subscribers.
The general economic worldview has changed and the financial crisis is tearing through formerly well performing companies. Alot of budgets are being cut and reports about lowered media spends and marketing budgets are common worldwide.
Therefore we felt it would be beneficial to share our thoughts on how to survive the financial crisis and keep online marketing performance at a desired level.
Rean the online version of our newletter
Sign up for future newsletters
On December 3rd. TraceWorks hosts the seminar, Online B2B marketing arranged by FDIH - The Danish Distance Selling and E-business Association.
In this time of recession the biggest challenge for most companies is to achieve more effect for a smaller effort – in short to do less and earn more. That’s a task that sounds almost impossible, but on this seminar you will get some really good ideas on how that actually can be done.
Among other good stuff in this seminar you will see how we the future will be for the B2B segment. Our founder Morten Wulff will give his presentation on trends and tendencies and it will be supplemented by SocialSquare, who are experts in new tools, products and processes.
Linn, one of our Norwegian super user from Premiere Global Service, comes all the way down from our Nordic sister country. She will give a presentation about the strategic do’s and don’ts in online B2B marketing. She is a great presenter and her findings are definitely worth listening to.
The last hour of the seminar is divided by four companies who are all specialist in their specific work fields. You will hear Deducta talk about search marketing, Compost talk about email marketing, Hellogroup talk about display marketing and TraceWorks talk about how you can optimize your performance across these three channels in one single marketing platform.
So if you are in the same boat as the rest of us facing troubled budget waters ahead, then this seminar is definitely worth attending in order to stir back into the blue ocean.
visitsweden.com, who recently was announced the best website in Sweden, uses Headlight to optimize their online marketing.
The Swedish newspaper, Internetworld has just finished a large survey of Sweden’s largest websites. The purpose was to find the best website of them all. The winner was visitsweden.com. In the same survey webbanalys.nu wanted to find which online tools the best sites use to optimize their sites and online performance.
Besides the web based freeware Google Analytics, visitsweden.com uses Headlight from TraceWorks. Headlight helps Visit Sweden optimizing their online campaigns, so that they always receive the optimal amount of visitors to their site. With many different marketing activities it can be difficult to choose the right path and without the right tool it is almost impossible to optimize your online marketing activities. Tommy Sollén, Project manager from Visit Sweden says. ”When it comes to measuring and optimizing your online marketing activities, Headlight is by far the best solution on the market”.
With that in mind Headlight has been a significant factor in the announcement as Sweden’s best website.
TraceWorks will be attending IMC, Internet Marketing Conference, in Stockholm on the 27th of November. Here you will be able to meet up and see a presentation of Headlight.
You’ve read the papers – From The Wall Street Journal to our own local newspaper Børsen, everywhere you hear how the world economy is dipping, the finance crisis is now full-blown and many companies are cutting back. But is it actually the best solution simply to weather the storm?
In my opinion – no. If you truly are a visionary marketer, you should see recession as an opportunity to conquer market shares and strengthen your business. Your competitors will most often reduce their marketing activities, so proactive companies have the opportunity to actually gain market shares.
The “International Journal of Research in Marketing” states that continual proactive, effective and cost-efficient marketing campaigns during an economic downturn can prove beneficial. In fact, when competitors drop the ball in terms of cutting back on marketing initiatives, companies able to reach out to customers and maintain brand awareness and loyalty are even able to improve marketplace positioning.
But why is that so? When your competitors cut back, it will result in a decrease in advertising “noise.” That makes your message reaching your customers even louder and clearer, improving the chances that your brand’s message will be heard.
The best way for you to step up your game and deliver strong ROI during a recession is to enhance your marketing through online media and -channels. It is by far your best way to quickly deliver targeted, relevant, revenue-producing communications to your customers. When the customer data available to you continues to grow, the opportunities for you to create better insights and improve revenue grow as well.
So when the economy makes it advisable to cut back on pricier traditional advertising and focus more on cost-effective online marketing, it’s important that you are ready to act quickly and decisively.
Good luck with your Recession Marketing.
The new MacBooks and displays are out. Once again Apple proves they have their customers in mind when they design products. The new MacBook and display combination is awesome. The display include a powercord for your MacBook and a small and easy to connect mini DVI plug. You don’t need the seperate adapter for your MacBook, and no more fiddling with that chunky old DVI plug every morning.
It would have been nice with more than three USB ports and Firewire on the display though. Apple calls it a USB hub, but how many USB hubs you buy today only have three ports?
The main problem with this new fantastic setup however, is that we just got new MacBook Pro’s and displays at the office less than 6 months ago. I’m afraid that it’s going to be a tough one convincing the economicly responsible parties at TraceWorks that we want new computers already. I wonder if apple provides an upgrade program?
Compare your effort to your industry
Our online marketing performance benchmarking service is complete and implemented in our product portfolio. If you would like to compare your online marketing effort to the rest of your industry, now is the chance to do it. Why settle with knowing whether or not you live up to your own goals when you can compare yourself with your competition?
We have just launched the initial data collection process and would of course like to invite you to participate. Simply fill out our online marketing performance benchmarking survey and find out for yourself where you should improve to become industry leader.
After our collection process is complete you will receive
a)TraceWorks online marketing benchmarking report including:
b)Your own online marketing company profile
c)Your own online marketing leaderboard
d)An invitation to join the e-market pioneers
You can learn much more about our online marketing benchmarking service right here
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