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Industry insights from Red Door Interactive

July 9th, 2010 – 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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Nissan Inks Deal With Apple’s IAd Platform  – MediaPost
To promote its zero-emission Leaf electric car, Nissan has teamed up with Apple’s iAd advertising platform. “Nissan is the only automotive brand to date to use the platform. Nissan reps say the iAds will help the company continue to reach early adopters and will also target the 15,000 or so customers who have already placed reservations for the car. Apple says that iAd allows marketers to advertise with rich media like video and launch games, and allows purchase without compelling users to leave the app in which the ad is embedded.”
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B2Bs Still Struggle to Tie Leads to Marketing Touchpoints- eMarketer
“While online marketers continue to rely on the click as a major measure of effectiveness, often to the neglect of other marketing channels that played a role in earlier stages of the purchase funnel, business-to-business (B2B) marketers around the world have a similar problem. Nearly half of B2B marketers surveyed said their highest level of lead generation measurement capability was to give all credit to the last marketing touchpoint.” Only a small percentage were able to attribute lead generation across multiple touchpoints, and 1/5 of marketers did not use this measurement at all.
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Local Search, Social Networking Grow On Smartphones - MediaPost 
“Local search via mobile is gaining steam as a way to find nearby retailers, according to the latest Smartphone Intelligence survey from online research firm Compete. Almost one in three smartphone owners has called or stopped into a local business after finding it through a local search application during the first quarter. About a third of Android and iPhone users learned of at least two new businesses they were not aware of after turning to local search applications. “Making it easy for consumers to discover businesses via their devices opens local companies up to a whole new customer demographic, and savvy businesses should make sure they’re maximizing this opportunity,” said Danielle Nohe, director, technology and entertainment for Compete.”
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Local Ads Hit Moving Target: The Connected Car - Clickz
The in-car advertising will allow advertisers to deliver ads to people who are actively seeking information just as Web searches do. “We can pinpoint where consumers are and deliver ads and calls to action within a few feet of advertised points of purchase,” says Chris Rothey, VP of Navteq Media Solutions. Drivers can click-to-map and click-to-navigate to the location. A month-long trial in the United States for Chili’s Grill & Bar saw a peak click through rate of 2.49 percent; a recent European trial with McDonalds resulted in a 7 percent CTR and a 39 percent conversion to click-to-map.”
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TweetUp Acquires Twidroid & Popurls – ReadWriteWeb
“Since November 2009, Foursquare has been publishing an open API, allowing savvy individuals and marketers to create something new that leverages the impressive (and growing) amount of data the site is collecting via an estimated 1 million check-ins per day. According to its developer page, “You can use the API to create new ways to check-in to Foursquare or visualize the data generated by the Foursquare community.” Foursquare has shown a willingness to be incredibly open and collaborative with its users. Why not take advantage of this rather Zen approach and do something awesome on the Internet?”
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Embrace the API – AdWeek
“Since November 2009, Foursquare has been publishing an open API, allowing savvy individuals and marketers to create something new that leverages the impressive (and growing) amount of data the site is collecting via an estimated 1 million check-ins per day. According to its developer page, “You can use the API to create new ways to check-in to Foursquare or visualize the data generated by the Foursquare community.” Foursquare has shown a willingness to be incredibly open and collaborative with its users. Why not take advantage of this rather Zen approach and do something awesome on the Internet?”
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