Click. Industry Insights from Red Door Interactive

February 11th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

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Smartphone Sales Can Power Mobile Ad Reach - MediaPost
“Advertisers may want to take notice of the potential to reach consumers through the total mobile market — no matter what company sells service and phones. Based on Google’s $1 billion run rate forecast for last year, Munster estimates Google generating $850 million in mobile ads for 2010. Google has seen a 400% increase in the number of searches on mobile devices within the past year, according to Dennis Woodside, president of mobile in the Americas at Google. Twenty percent of search volume related to telecommunications comes from mobile devices.”
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Optimizing the Conversion Rate Optimization Process - ClickZ
“Confused about conversion optimization? You should be with all the experts sharing their opinions. After all, everyone is entitled to their own spin on the measure, test, analyze, and repeat optimization cycle. With all the noise, the signal is hard to detect; oversimplification and overcomplication are leaving businesses confused about how to take optimization past the first few tests. The conversion optimization process is simple but not easy; the devil is in the details. The details involve a continuous improvement process that takes into account the realities of your organization and those of the real-time marketplace.”
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Marketers use social media for Valentine promotions – USATODAY.com
“It wasn’t that long ago that couples ached to get physical on Valentine’s Day. These days, many would rather get virtual.Some of the biggest brands are turning to social media for Valentine’s Day. Major marketers from Mattel (MAT) to Victoria’s Secret (LTD) to CBS (CBS) are pushing holiday hype on Facebook, YouTube and Twitter. The driver: to get Valentine’s Day exposure. The average person will spend $116 for Valentine’s merchandise, up 12.8% from 2010. Valentine’s Day is all about being social,” says digital consultant Rebecca Lieb. “Facebook and Twitter let a virtual Valentine’s Day gift be known throughout one’s entire network – so there’s a great deal of brand.”"
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Ford Making Mobile Marketing The Cornerstone of its 2011 Vehicle Advertising – Mobile Marketing Watch 
“On the eve of the 2011 Chicago Auto Show at the Windy City’s legendary McCormick Place, Ford Motor Co. announced that social media and other “new advertising strategies” will be employed to market all of the car-maker’s 2011 vehicles. Jim Farley, chief marketing executive at Ford, told those gathered at the Auto Show pre-opening revue that the only media that grew in 2009 and 2010 was online and mobile. As a result, Ford will change how it reaches both current and prospective Ford customers.”
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Real-Time Bidding Ad Platforms Gaining Ground - MediaPost
“While advertisers spent $353 million through real-time bidding platforms in the United States during 2010, estimates suggest that number will reach $823 million in 2011, per a new study. The study highlights the change in media buys, and that in 2010 “RTB became real.” For years, publishers had to rely on many ad networks — sometimes more than 30 — to fill remnant inventory spots. But with all the advancements made in 2010, significant challenges remain.”
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Tags: ad, Click., digital news, ford, Industry insights, Mobile, mobile marketing, news highlights, red door interactive, search, SEO, smartohone