• Vivint Builds Awareness Through Search, YouTube
    Jason Owen, VP of Acquisition, Vivint, a company that connects home and personal devices through the smarpthone, continually needs to create campaigns that drive awareness. He presented Friday at the Search Insider Summit, detailing the conversion path from awareness to sales. The company designs smart home networks, competing with technology companies likes Google Next and others. The company found that running YouTube preroll ads along with search campaign generated 17% lift on desktop and 19% on smartphones.
  • Search marketing lessons for TV-attributed clicks
    TV-attributed clicks  — where marketers pay networks based on consumers who click onto their site as a result of watching a TV commercial -- is something direct response marketers have keyed on in recent years. Ken Chaplin, chief marketing officer of the TransUnion Consumer Interactive, in speaking at MediaPost’s Search Insider Summit, says the credit bureau company has learned “ways we are trying to get at attributing TV to what happens in search.” In particular, TransUniion grabs more prized live TV viewers, versus those who time-shift TV programming, something important to the company a direct response marketer. …
  • Avis Budget Finds Success In Colloquialisms
    Neal Zamore, VP of Consumer Marketing at Avis Budget, delivered the opening MediaPost Search Insider Summit keynote with a bit of a downer. He spouted off a bunch of depressing numbers, along with the fact Facebook recently reported consumer engagement is down 10%.
  • Google's Dischler Says 'Web Isn't Dead'
    "The mobile Web isn't dead," says Jerry Dischler VP, Product of Management at Google. He told attendees at the MediaPost Search Insider Summit Thursday that the company will invest in search ads running on Google Play and Universal Campaigns, as well as develop more effective ways to do app reengagement.
  • Trump Makes Appearance At Email Summit
    Add email spammers to the list of groups that Donald Trump wants to ban from the country. The bad joke came courtesy of Traverse CEO Craig Swerdloff in the final hours of MediaPost's Email Insider Summit, on Wednesday. Swerdloff then bashfully admitted that he just wanted to work Trump into a panel discussion on anti-spam legislation. Mission accomplished. Not joking around was Heather Ilsley McCullough, Enterprise Level Email Marketing Manager, when she said she'd like to see any such legislation die. Unfortunately for McCullough and other email marketers, that's about as likely as Trump getting elected president.
  • What's The Best Way To Measure The Value Of Return Path Data?
    What's the best way to balance between optimum deliverability and optimum compliance in the world of email marketing? It's pretty much the same thing you should do in other worlds of marketing: test to find out what works best. That was the consensus of a panel on that subject during the closing session of the Email Marketing Summit in Park City, UT. "You should test it," Paul Kincaid-Smith, VP of Email Delivery, Sendgrid, said in response to an audience member's questions about the best way to measure the performance of return path data. It's the only way to prove that …
  • This Headline Is A Blast (Here's Why)
    That's because I know very little about you, the readers, other than the fact that you're probably registered as a member of MediaPost, and you like reading blog posts about email marketing summits. And that, in a nutshell, is the challenge email marketers have when trying to figure out ways to personalize and automate their email communications to their targets: They just don't know who the majority of them are, according to the opening "State of the Union" panel at the second day of the Email Marketing Summit in Park City, UT, this morning.
  • Will Messaging Swallow Email Whole?
    Perhaps invigorated by the fresh air in Park City, UT, panelists aren't pulling any punches at MediaPost's Email Marketing Summit, on Tuesday. As an email marketer, "You make in five hours what [your company's social media team] makes all year," said Spencer Kollas, VP of Global Deliverability Services at Experian Marketing Services. Boom! Confident or not, Kollas and his peers admitted that the playing field is changing right before their eyes. In particular, Facebook Messenger and other messaging services are threatening to make email a marginal medium. As an email marketer, "You're going to be part of messaging," said Keith …
  • Email marketing -- and big expensive entrees
    Think about email marketing, like a big varied expensive menu at a restaurant -- perhaps a long term meal decision. Speaking at MediaPost’s Email Insider Summit, Dela Quist, chief executive officer of AlchemyWorx: "We tend to treat each email like a separate event that is not affected by anything before or anything afterwards. The attribution is all about that single snapshot taken at that time." Quist says email marketers will do so much better in focusing on the emails that aren’t the trigger to get someone to buy. He says it’s all about "framing.’ “When you go to …
  • Mobile Impacting Email Journey Mapping, Providing More Context
    Mobile is having a fundamental impact on the way email marketers think about targeting their consumers in a way they couldn't have done before with desktop, according to Kevin Hickey, director of global direct marketing at InterContinental Hotels Group. Speaking on the "Journey Mapping" panel at the Email Marketing Insider Summit in Park City, UT, Hickey said the hotel chain's analytics teams get very different insights when engaging with customers via their mobile journey. He described the mobile as a "new lens on the consumer [that] is context," and gave an example that even though InterContinental Hotels might have a …
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