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Click. Industry Insights from Red Door Interactive

Red Door — Fri, 02 Sep 2011 17:31:15 +0000

September 2, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

Audience Targeting Strategies for LinkedIn Ads - Search Engine Watch
“The current targeting options within LinkedIn are robust and well-suited to the audience on LinkedIn: they focus on professional affiliations, rather than personal attributes/interests/likes such as Facebook. Unlike Facebook, where you determine the targeting at the ad level, within LinkedIn, your audience targeting is established at the campaign level.”
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Supercookies: What You Need to Know About the Web’s Latest Tracking Device - Mashable
“Recently, online properties like Hulu, MSN and Flixster have been caught using a tougher version of the common cookie. These “supercookies” (aka “Flash cookies” and “zombie cookies”) serve the same purpose as regular cookies by tracking user preferences and browsing histories. Unlike their popular cousins, however, this breed is difficult to detect and subsequently remove. These cookies secretly collect user data beyond the limitations of common industry practice, and thus raise serious privacy concerns.”
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What Google Must Do To Not Make G+ Evil - Social Media Explorer
“If Google chooses to weight its own content greater than that of its now social competitors, it crosses the line and becomes what it set out to avoid becoming: Evil. Prioritizing Google+ activity in search results would, by definition, make Google+ a more important social network than others. This would inevitably drive more activity on Google+.”
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Fashion Brands Have Started to Air Grievances About Fashion-Hungry Tumblr - New York Magazine
“For the second season in a row, Tumblr is sending bloggers to Fashion Week, where, with the help of some partner brands, the young writers and photographers will get to do fun things with designers, like meet them or go to their shows or eat scones at their apartments. Then they can put posts about their frolics on their blogs, making them look like they hit the big time and giving Tumblr an edge in positioning itself as the blogging platform you use if you want to post about fashion. So the bloggers win, Tumblr wins, and the brands — do they win?”
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A comprehensive list of noteworthy news can be found at http://bit.ly/nuUyKP . Also, be sure to follow us on Twitter if you’d like up to the minute updates on our latest posts @reddoor.

Click. Industry Insights from Red Door Interactive

Red Door — Fri, 26 Aug 2011 16:05:03 +0000

August 26, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

How Google+ will succeed and why you’ll use it whether you want to or not - The Next Web
“After the initial rush of delighted surprise that G+ didn’t suck, the second wave of journalists have arrived. This group — who mostly don’t understand G+ — have indicated that they see no future for Google’s new baby. Mostly, these critics don’t understand that G+ has a public, Twitter-like component to it.”
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Revamped MySpace Will Have iTunes, Spotify and Vevo in Its Crosshairs - Ad Age
“Forget Facebook and Twitter. When MySpace relaunches later this year under new corporate parent Specific Media and creative director Justin Timberlake, the former News Corp. social-networking site will emerge with new competitors like iTunes, Spotify and Vevo in its crosshairs.”
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4 Surefire Ways to Get Your Emails Read - ClickZ
“Subject lines are a craft that often get little love in the email space. They often get the attention of your subscriber, or fail to do so, when they are unimaginative, tell too much, or don’t stand out in a crowded inbox.”
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Steve Jobs Steps Down as Apple CEO – Adweek
“Steve Jobs, the tech titan who co-founded Apple in 1976, was forced out of it in 1985, only to return in 1996, announced Wednesday afternoon that he was stepping down as CEO after nearly 14 years in the job. “I have always said if there ever came a day when I could no longer meet my duties and expectations as Apple’s CEO, I would be the first to let you know. Unfortunately, that day has come,” he wrote.”
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A comprehensive list of noteworthy news can be found at http://bit.ly/nuUyKP . Also, be sure to follow us on Twitter if you’d like up to the minute updates on our latest posts @reddoor.

Click. Industry Insights from Red Door

Red Door — Fri, 05 Aug 2011 16:00:38 +0000

August 5, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

Spotify, Spokeo, AOL, Others Sued Over Web Tracking - Epicenter
“Website analytics firm KISSmetrics and more than 20 of its customers, including Spotify, AOL’s About.me, Slideshare.net, Spokeo and the news site Gigaom.com were sued Monday on the grounds that KISSmetrics’ tracking technology violated federal and state privacy laws.”
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3 Ways to Spark Your Job Search Using QR Codes - Personal Branding 101
“For job-seekers today, the most difficult hurdle to overcome is simply getting noticed. Even with impeccable credentials, you will need something extra to separate yourself from the stack of identical-looking resumes or business cards on the hiring manager’s desk. Why not try something innovative? Including a personalized QR Code just might catapult you to the top of the stack.”
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Google & Microsoft Trade Jabs Over Patent Claims- Mashable
“Frank Shaw, Microsoft’s lead corporate communications, also posted a letter from Kent Walker, Google’s general counsel, refusing an offer from Microsoft to bid on the Novell patents. Then Walker tweeted.”
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House Committee Approves U.S. Internet Spy Bill- Advertising Age
“The House Judiciary Committee passed a bill through to the House that would mandate American Internet providers retain their users’ information for 12 months. H.R. 1821 would require ISPs to keep personal information that could be used to identify what Web sites you visit and what content you post online.”
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A comprehensive list of noteworthy news can be found at http://bit.ly/nuUyKP . Also, be sure to follow us on Twitter if you’d like up to the minute updates on our latest posts @reddoor.

Click. Industry Insights from Red Door Interactive

Red Door — Fri, 24 Jun 2011 17:12:06 +0000

June 24th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

Get Satisfaction Gives Customer Service on Facebook an Upgrade - Mashable
“Facebook is increasingly becoming a front-facing interaction point for customer service. Users expect to be able to ask questions, send suggestions or get help from a company Facebook page. The problem is, the Facebook Wall was never designed to really manage that type of interaction. Get Satisfaction is addressing that problem by making it possible for administrators and customer service agents to take data from the wall and funnel it into their existing CRM system, be it Salesforce.com, Oracle or even a separate Get Satisfaction community page.”
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AmEx Expands Foursquare Pilot - MediaPost
“American Express members who link their foursquare profiles to their cards can “load” and redeem merchant specials without the need for coupons, special codes, or showing their mobile devices to cashiers. The functionality is powered by the American Express Smart Offer APIs.
The national launch kicks off with Specials from H&M, Sports Authority, and Union Square Hospitality Group, and is expected to expand rapidly to include additional national and local merchant offers in the coming weeks and months.”
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Study: Within Four Years, 70 Percent Of All Mobile Ads Will Be Local - PaidContent.org
“U.S. mobile ad spend is expected to balloon to $4 billion in 2015, up from just $790 million last year, according to the latest projections by forecaster BIA/Kelsey. One of the key drivers of the growth will be targeted local ads, which will account for $2.8 billion, or 70 percent of total spend, compared to $404 million, or 51 percent, this year.”
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Google Rolls Out Behavioral Targeting - Search Engine Land
“Google is finally rolling out the ability to target ads to users by interest — based on their previous browsing activity, or behavior — to all of its advertisers. The company first announced a beta test of this capability more than two years ago, back in 2009, and it has slowly been introducing it to larger groups over time. The company says the capabilities are available today. The announcement marks Google’s full entrance into the world of behavioral targeting in AdWords.”
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Twitter Moves Toward Promotional Tweets - AdWeek
“Twitter may be one step closer to introducing advertisements on the main feature of the site, the streaming tweet timeline. The plan to place promotions in the tweet stream has been in the works for more than a year and now it looks as if the idea is gaining traction on the sidelines of the Cannes Lions event.”
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A comprehensive list of noteworthy news can be found at http://www.delicious.com/reddoorinteractive. Also, be sure to follow us on Twitter if you’d like up to the minute updates on our latest posts http://www.twitter.com/reddoor

Click. Industry Insights from Red Door Interactive

Red Door — Fri, 10 Jun 2011 15:55:13 +0000

June 10th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

HOW TO: Start Marketing on SCVNGR - Mashable
“What do Neiman Marcus, HP and Buffalo Wild Wings have in common? Not a lot, except that they’ve all created marketing campaigns on SCVNGR. The breadth of industries above showcases exactly why SCVNGR might be a good tool for your business. Mashable spoke with Chris Mahl, SVP of marketing at SVNGR to find out how businesses can get involved with the platform and start cashing in.”
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Google Buys PostRank to Boost Social Analytics - Search Engine Watch
“Last week, Google bought PostRank, a social analytics service that tracks and measures social posts. With this acquisition, Google has gained a resource to better understand the social web, and that resource can be applied to great impact in several of Google’s key social arenas. What Is (or Was) PostRank? PostRank, in their own words, “is the largest aggregator of social engagement data in the industry.” The service allowed users to get real-time data on trending topics, high-volume conversations around the web, and their own posts.”
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Mobile Display Ads More Than Doubled in Last 2 Years - AdWeek
“According to a study from comScore, display advertising on mobile devices has more than doubled over the past two years. The study found that in April 2011, 689 advertisers used mobile display ads to reach consumers on their smartphones—an increase of 128 percent from two years earlier. According to the report, 50 percent of all ads were for mobile content and publishing, while 26 percent of ads were for consumer discretionary goods, 7 percent for information technology companies, and 6 percent for financial services ads.”
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Why Email Marketers Need To Pay Attention to Mobile - MediaPost
“Ignoring mobile may have real consequences. If your subscribers are mobile-savvy, and your email isn’t optimized for these environments, you run more than just the risk of missing out on communication. By not reaching customers the way they prefer, your emails will go unread, marked as spam and your messages will be ignored – all greatly impacting your reputation and deliverability.”
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Facebook Face-Recognition Tool Under Fire - MediaPost
“Guess we were wrong to assume that Facebook had grown too powerful for privacy-related criticism. No, the social giant is now being forced to apologize for the way it rolled out its face-recognition system. “A group of privacy watchdogs drawn from the EU’s 27 nations will study the measure for possible rules violations,” Bloomberg reports. “Tags of people on pictures should only happen based on people’s prior consent and it can’t be activated by default,” the group tells Bloomberg, before promising to “clarify to Facebook that this can’t happen like this.”
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A comprehensive list of noteworthy news can be found at http://delicous.com/RedDoorInteractive. Also, be sure to follow us on Twitter if you’d like up to the minute updates on our latest posts http://twitter.com/reddoor

Click. Industry Insights from Red Door Interactive

Red Door — Fri, 20 May 2011 17:53:01 +0000

May 20th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

Share Of Email Use On Mobile Phones Expands - MediaPost
“Mobile still makes up a small proportion of the email audience, but is growing quickly, according to a new study. The proportion of people who access email on mobile phones has nearly doubled in the last six months to 16% from 9%, even as checking email via Webmail services like Yahoo Mail and Windows Live Hotmail fell 10%.”
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Is Your SEO Program Chasing Unicorns? – Top Rank Blog
“Often times, brands think of themselves as the leader in their category and therefore think their website should top Google’s list for queries on generic industry terms. The trouble is, leading an industry offline isn’t the same thing as being the BEST answer for a search query online. Chasing after such terms is very much driven by ego and not unlike a fairy tale of chasing after unicorns where there’s an expectation that being #1 on a single word will magically solve their problems.”
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So You Like My Brand on Facebook. Now What? – AdAge Digital
“In the year since Facebook began encouraging businesses to deploy the thumbs-up button across the web, brands have been racing to rack up “likes.” Now the question is: With thousands or even millions of likes, what next? Research has shown that people who voluntarily click the like button are more willing to purchase the brand and are apt to recommend the brand to friends or share branded content on social networks. But at the same time, the button’s simplicity means that there may be no actual engagement at all beyond the fleeting moment of the click.”
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Content best practices for 5 marketing channels - iMedia
“Both direct response and brand-focused marketers can benefit from developing informational or entertaining content that is based on strategic themes. Putting content at the center of your integrated digital marketing strategy can increase your traffic, improve your conversion rate, and build brand affinity and awareness. To achieve these results, marketers have to develop storylines that communicate, either directly or indirectly, the brand positioning and messaging, while creating dialogue with (and among) consumers.”
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The Case for Creative Integration – Ignore at Your Own Peril - ClickZ
“Good digital creative requires the integration of media planners, UX pros, social community managers, the search team, technology experts, research folks, the client or account team – in fact the whole agency or team must think creatively and in concert to ensure a solid strategic foundation and the desired impact. The “creative department” is or should be the whole agency as we are all in the business of creating powerful digital experiences that support a business objective.”
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Click. Industry Insights from Red Door Interactive

Red Door — Fri, 13 May 2011 18:05:43 +0000

May 13th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

Elevate Retail Experience With New Mobile Tech – MediaPost
“Over the next five to ten years, emerging mobile technologies will deliver new and unprecedented retail experiences as in-store and online shopping converge. Technologies, including location-based services, intelligent mobile search and mobile advertising will deliver an enhanced experience for shoppers and tremendous opportunities for retailers, manufacturers and marketers.”
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Email Copy: Half the words, 16% higher clickthrough rate - MarketingExperiments Blog
“Often, marketers confuse the purpose of an email message with that of a landing page. Our research shows that selling your product twice – in an email and then the landing page – disrupts the reader’s thought sequence and could possibly hinder conversion. By focusing an email on a single goal – such as inviting recipients to an event or location – you can see whether there are distracting elements driving recipients away from the desired action.”
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Two Thirds Of Moms Shop With Their Smartphones - Mashable
“Most smartphone-wielding mothers put their phones to work while they shop, according to a survey by mobile ad network Greystripe.
In a survey of 239 mothers, whom Greystripe recruited using mobile banner ads in its network, 66% acknowledged that their smartphones play a role in their shopping trips. Around 45% said they use their phones to locate the nearest store. The next most common use of smartphones was to compare prices. Only 15% of the women surveyed said they actually made purchases using their phones..”
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QR Codes Gain Critical Mass - ClickZ
“More surprising, though, is who is scanning these codes. If you thought something like this would only be interesting to the young and nerdy, you would be incorrect. Mobio’s research shows that the largest age bracket that is scanning QR codes is the 35 to 44 set. Coming in second is a tie between 25- to 34-year-olds and 45- to 54-year-olds. I was surprised at how many older folks are latching on to this technology, to be honest. More interesting is the finding that 68 percent of QR code scanners are female.”
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LocalResponse eyes big brands with full-service check-in advertising - VentureBeat
“LocalResponse is a company that lets businesses monitor and respond to check-ins. The company aggregates what it calls “explicit” and “implicit” check-ins across multiple social networks, including Facebook, Twitter, Gowalla, Foursquare and others. Explicit check-ins refer to those from sites like Foursquare and Gowalla that announce a specific location and time, while implicit check-ins are found through natural language on sites like Twitter in real-time.”
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Click. Industry Insights from Red Door Interactive

Red Door — Fri, 22 Apr 2011 17:47:13 +0000

April 22th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

Meet Foursquare’s Newest Competitor: Visa - Ad Age Digital
“Visa has unveiled a new mobile service for retailers that brings the credit-card giant head-to-head with mobile deals players such as Foursquare, Groupon and, now, eBay. So far, Visa has tested a pilot with the Gap, where the retailer’s customers can sign up to receive text-message offers based on spending habits or when or where they swipe their Visa. Here’s how it works: You’re out to lunch and pay with your Visa card. That transaction triggers a deal, because you are already enrolled in a Gap program online with your Visa card and phone number.”
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iPhone Knows Where You Live (And Everything Else, Too) – MediaPost
“The Guardian broke the story that has every niche and cranny of cyberspace — down to the precise longitude and latitude — abuzz this morning, so let’s give them first dibs: “Security researchers have discovered that Apple’s iPhone keeps track of where you go — and saves every detail of it to a secret file on the device which is then copied to the owner’s computer when the two are synchronized.”
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TV advertising is back, thanks to social media - Creativity_Unbound
“It wasn’t much of a revelation in January when Nielson and Yahoo let us know that 86% of U.S. mobile Internet users watch TV with their devices in hand. But when you consider that 40 percent say they’re using their devices for social networking, or take note of the fact that the Super Bowl inspired upwards of 4000 tweets per second during parts of the game, it becomes apparent that instead of steering people away from TV, social media — the desire to weigh in, converse, and see what your community has to say — is helping resurrect it.”
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Confidently Projecting ROI for SEO: Can it be Done? – Search Engine Watch
“To confidently measure ROI for SEO, you have to temper expectations of high accuracy within exact number of visits or conversions, and lean more toward the school of performance growth as measured by trending lines. The models which I will discuss below have worked well and have proven to be in some cases surprisingly close to numerically accurate, and have certainly shown the ability to be trend-predictive.”
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8 Questions About the State of Email Marketing - ClickZ
” Many of the questions stay the same (best day to send an email, good open rate, etc.), but many new ones are popping up as the industry evolves. Here are eight (and one history nugget) that are relevant to today’s inbox that are good to have in your back pocket.”
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A comprehensive list of noteworthy news can be found at http://delicous.com/RedDoorInteractive. Also, be sure to follow us on Twitter if you’d like up to the minute updates on our latest posts http://twitter.com/reddoor.

Click. Industry Insights from Red Door Interactive

Red Door — Fri, 15 Apr 2011 17:00:20 +0000

April 15th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

How to Use Geolocation in Your Marketing Initiatives - Social Media Examiner
“It’s easy to see why marketers would be interested in geolocation: You can effectively target customers at the most important point in the consideration cycle – standing right in front of you. However, most smartphone users have never used a geolocation app. What’s holding them back? And how should marketers approach these emerging technologies?”
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Start Thinking Strategically For Content Curation - Social Media Today
“According to the content curation firm HiveFire, some of the greatest challenges facing content marketers in the United States are creating original content (73.6%) and finding high-quality content (43.0%). In an online world of tweets, retweets, blogs and links to other blogs, it is becoming difficult to provide content that your organization can call its own to reach marketing and business objectives. By going back to the basic business objectives of an organization, individuals involved in the content curation process can start thinking strategically.
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Google Doesn’t Commit To Do-Not-Track - MediaPost
“Apple has added a do-not-track privacy tool to a test version of its latest Web browser. “The movement accelerated following a report released in December by the US Federal Trade Commission, urging technology makers to implement the technology into their products to protect consumer privacy,” ZDNet writes. As The Wall Street Journal reports, “The move … leaves Google Inc. as the only major browser provider that hasn’t yet committed to supporting a do-no-track capability in its browser.”
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Why Ads in Mobile Apps Have a Promising Future - Ad Age Digital
“As social media continues to infiltrate our daily lives, many more advertisers are beginning to understand the merits of advertising within these channels. Yet the irony is that the majority of my updates from my Twitter stream and Facebook wall feed are through mobile devices, like my smartphone. The social media ads that we discuss that are both PC and browser based are not truly representative of today’s audience. Advertisers are missing out on a greater opportunity to achieve better engagements with today’s consumers.”
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Search Marketing To Grow 16% This Year [REPORT] - Mashable
“Search marketing will grow 16% this year to $19.3 billion and 74% of North American ad agencies say their clients use Facebook, according to a study released Wednesday. The companies surveyed reported a rise in mobile marketing, which accounts for some of the rise in search advertising. Local search was cited as the most significant new trend, though the respondents said behavioral targeting is becoming more important as well. The survey also found that more marketers are outsourcing their SEO and social media to agencies.”
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5 Email Subscriber Acquisition Tactics, Part 2 - eMarketing & Commerce (eM+C)
“In part one of this series, I gave you five online-specific tactics to optimize your email subscriber acquisition efforts. Here are a few more tips focused on helping you maximize offline and mobile opportunities.”
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Click. Industry Insights from Red Door Interactive

Red Door — Fri, 08 Apr 2011 17:02:17 +0000

April 8th, 2011 – Welcome to another RDI Click! post. Click! is a weekly collection of digital news highlights from Red Door’s most inquiring minds.

LinkedIn’s Answer to Facebook’s Open Graph - Read Write Web
“Professional social network LinkedIn has opened up access to a new developer platform today that should bring LinkedIn content, buttons, Twitter-esque “profile summaries” and more to websites throughout the Web. The platform, though, isn’t just for developers. LinkedIn is offering an entire suite of plugins to bring all of this content to your website. Even better, it’s making it as easy as the click of a button and it could offer some serious competition to Facebook’s Open Graph on sites that cater to the career-minded.”
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Q: Email vs. Social? A: I’ll Take Both – MediaPost
“What’s more valuable, an email address in your database or a Facebook “Like?” Is it better to excel at email marketing or social-media marketing? Pick one: email or social media? Which would you rather have: a click on an email link or a Facebook Like? Questions like these, which target the role, value and future of email marketing in an evolving digital universe, are popping up regularly these days on Q&A sites such as Focus, Quora and LinkedIn. They generate the kinds of vigorous discussions that you often get over cocktails at marketing conferences.”
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Marketing to the Mobile Shopper - Leo Lens
“Before long, all shoppers will be mobile shoppers. The answers about how to win with mobile shoppers are found by looking through the eyes of the mobile shopper. Shoppers are beginning to develop preferences for retailers that enable them to use their mobile phone to shop, but retailers are still playing catch-up. Research conducted by Brand Anywhere and Luth tells us 51 percent of consumers are more likely to purchase from retailers that have a mobile-specific website – but that only 4.8 percent of retailers actually have one. And web retailers who have a mobile-specific website can increase consumer engagement by 85 percent.”
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Google +1: What Does it Mean for Search Marketing? - Search Engine Watch
“With Google +1, social cues will now become a core ingredient of the search experience, inching closer to the next generation of consumer data. “(Google) wants to own a primary source of data, not rely on secondary sources,” notes A.J. Kohn. “Particularly as Facebook encroaches on search and hides more web content from Google.” And that’s the bottom line: even if the Google +1 button lacks the history, the familiarity and the functionality of the Facebook Like button, even with slow adoption it won’t be long before Google’s social graph data exceeds what Facebook is sitting on.”
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The Introductory Guide to Location-Based Marketing - ClickZ
“We’re now in the middle of the “initial” wave of major LBS platforms in the market, so it’s a great time to update your marketing strategies to include location services. By going ahead and taking the leap, you’ll be better positioned to quickly capitalize on the pending second wave of LBS. Rapid increase of mobile access to social networks will pave the way for a variety of new services and startups that will transition LBS into much broader location engagement, utility features, and other user centric behaviors.”
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Traditional v. Digital: What the media spend of three brands says about the future of advertising – Forbes
“So why does this chasm between where brands spend media dollars and where consumers spend their time persist? It’s hard to single out a single reason, but the proliferation of platforms and staid corporate cultures are two. Yet some brands are effectively moving out of traditional into digital, with their media spending ratios now more rationally reflecting this shift in consumer behavior. Consider footwear and apparel brand Converse. The brand’s spending ratio today is a window into the future of advertising spending. Less than 10% of Converse’s spend is on traditional media.”
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