Mar
3rd

Oneupweb : Eye Tracking Labs Zero In On Real-Time

Posted by Kathryn on March 3, 2010 at 1:03 pm

Remember Bill Nye the Science Guy? Kids across the country would sit glued to their televisions in awe because, after all, this was way cooler than any of the science demos at school. In Bill Nye’s hands, mundane things like vinegar and baking soda became explosive miracles of science. We all, hopefully, learned the importance of wearing eye protection.

Today, we sit glued in front of computer screens or, if we’re away from the desk, our mobile device is surely on. And rather than passively watching what happens when the unknown powder is mixed with the volatile liquid, we now have the opportunity every day to be a part of some newfangled online social experiment. You get to be one of the test subjects whenever a “beta version” of software or an app is released—it is the testing phase of development process. No goggles or lab coats required.

But not everything goes beta before it goes live. And sites like Facebook and Twitter are constantly rolling out new features or tweaking the platform. At Oneupweb, our team of digital marketing wizards are tracking, monitoring and analyzing all the new developments in the digital landscape—what will explode next?

Now here’s a little experiment you can try in the comfort of your own home that won’t require a fire extinguisher: whenever you’re ready, search for the “Oscars”, in Google (a current “Hot Topic”). You may have to scroll down a little depending on the dimensions of your browser window. Do you see the scrolling box of results? What about the big gorilla?

Well, when Google announced this new feature—real-time results—back in December 2009, we had a few questions. The basic idea is this: tweets, and current updates from Facebook, blogs, and websites will be integrated into the standard search results as they happen. But will people notice the real-time results and, more importantly, are these results getting clicks?

We rolled up our sleeves and headed to the Oneupweb laboratory. We were going to put the real-time results under the microscope, or rather, eye tracker.

Search is a key element of online marketing today. So it only makes sense for businesses to stay abreast of changes in the search landscape. And Google, Bing, Yahoo! and a variety of start-ups are getting into the real-time game. This is an online experiment that will have a huge impact on the future of search. Keep your eyes peeled—you don’t want to be caught off guard when real-time explodes.

But what about the gorillas? If you want to find out, download the free report, Search Gone Wild: An Eye Tracking Study On Google’s Real-Time Results.

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Feb
16th

Oneupweb : Neuromarketing, Capturing What People Think

Posted by Steven on February 16, 2010 at 4:49 pm

Beginning in the 20th century, marketers began using focus groups to research the potential public response to a product, service, advertisement and more. Focus groups use a variety of methods to determine a person’s attitude, opinion, perception or belief. Primarily, a person in a focus group is simply asked about how they feel and they give a conscious response. However, purchase decisions are essentially a non-conscious act. Therefore, traditional research methods may not be enough to fully understand a consumer’s emotional state ultimately influenced through marketing.

Enter neuromarketing.

Neuromarketing is the study of neurological responses to marketing messages. While still in an early stage of development, neuromarketing studies are currently being conducted and their findings are being used for online marketing campaigns.

Now, there is some controversy over neuromarketing, but as of yet, there is still no way to pipe advertisements directly into people’s brains—so don’t worry. Current neuromarketing techniques include eye tracking, galvanic skin response and a variety of brain wave measurements.

Oneupweb has been conducting eye tracking studies for many years now. One of the most recent whitepapers is a study of search on social networking sites. The study was conducted by analyzing a subject’s eye movement while searching.

It’s 2010 and technology is changing the marketing landscape—innovators rejoice!

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Jan
21st

I Read It, So It Must Be So!

Posted by Jak on January 21, 2010 at 5:00 pm

Being a system administrator, I do a lot of reading online about server hardware, networking, new software programs and security. With information being so readily available, you have to consider how much of it is actually legitimate. Did you know that only 43% of the chickens that were polled actually crossed the road? I sure didn’t. Or how about how many people die each year from eating peanut butter straight from the jar? It’s a whopping 91%. I guess I’m one of the lucky ones.

When you read something online, are you sure you’re getting all the facts? I can’t tell you how many times a relative has sent me an e-mail saying something along the lines of, “The government is going to take away your right to speak English and your first born if you don’t stand up and fight for gun rights.” Really? With a little extra effort they would have found that the government would have only really taken their first born.

On the contrary, Oneupweb’s website states, “Cutting edge digital marketing is no longer a luxury reserved for the big brands.” And this is 100% correct and truthful.

My point is this: it is a proven, fabricated fact that 67% of statistics are made up on the spot. As you read through my blog post, you probably thought that everything I posted would be accurate information when really, the statement made by Oneupweb was the only true one. The point is that when you read anything on the internet that could have an affect on important decisions, it is always a good idea to find other sources of information that back it up. Now, I cannot give you a list of sites to run your information through, but you can double-check your facts against other credible sites. Just make sure it’s not the same regurgitated article, blog or forum that you originally found.

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Jan
5th

Google Raises The Certification Bar

Posted by Bob on January 5, 2010 at 3:55 pm

What impact will we see in the world of paid search now that Google has launched their new Advertising Fundamentals exam? The new Google exam was designed to be more rigorous, have a stronger focus on strategy and be more relevant towards actually managing AdWords campaigns.

So what does this mean for online advertisers? The creation of a more relevant and thorough exam process should create a more qualified and knowledgeable certificate holder—which should build greater interest and emphasis around AdWords certification from potential clients. A win for both advertising agencies and clients.

Because Google is testing on a wider range of knowledge and increasing the passing score from 75% to 85%, quality agencies like Oneupweb, who take a Relentless approach to PPC, will benefit. And I predict that agencies that don’t actively manage and engage with client campaigns, or take the time to study strategy on a daily basis, will eventually find it difficult to maintain certification.

On the other hand, clients should also benefit, as they are provided with yet another tool to measure and compare agencies, helping them to find the agency that best suits their needs. However, the AdWords Certification shouldn’t be the only determining factor in this critical process.

When choosing a digital marketing agency, it’s important to pick the best fit for your business’s needs—to find a partner that’s willing to help grow your business (something Oneupweb has tons of experience with). It’s imperative to choose an agency that’s willing to color outside the lines and offer your business the best product mix in order to achieve your maximum growth potential. And ultimately, it’s important that prospective agencies truly understand your goals and are willing to help make them happen.

Is your company ready to jump into the exciting world of PPC? Or are you thinking about expanding your online presence? Maybe you’re seeking some fresh ideas to rejuvenate your online branding efforts? Whatever it is, be sure that you do your research before choosing an online marketing agency. Contacting an expert like Oneupweb is a great place to start. After all, growing businesses is what we do.

And kudos to Google for raising the certification bar. A more relevant and thorough exam process will translate into a more qualified and knowledgable certifcate holder. And that equals a win for everyone involved!

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Nov
10th

The Perfect New Year’s Resolution for 2010—No Scale Involved.

Posted by Carly Wujcik on November 10, 2009 at 3:12 pm

I’m a planner. It’s a known fact that I sometimes border on obsessive about crunching numbers and being prepared. Just ask my team. With 2010 right around the corner, I have the perfect New Year’s resolution that I thought I’d share with everyone this sunny November day (with plenty of advance notice, of course, so you have time to commit to it before the big day comes).

And fret not—there are no awkward mornings in the bathroom shivering on the scale, no “I give up pints of ice cream on January 10th” involved. You can stick with this one and see it pay off. Quickly.

Reevaluate the way you measure success.

Simple. It is. But in the sales and marketing world, particularly the digital marketing world—the implications are huge. And the change, well, like most change, can be hard to adjust to at first.

Walk with me for a minute. Digital marketing, back when it was shiny and new and the world was wealthy, offered one very tangible benefit (among many of course). You could measure it. Track it. Nail offline sales down to the last click customers executed online. You could pin point exactly where your consumers weren’t clicking, converting or engaging and slice those initiatives out of your budget, with laser precision. And you did that. We all did at some point.

The result? You had a 2009 marketing budget so lean it would make Amy Winehouse jealous and so efficient it put the ShamWow to shame. All you kept was the one tactic that “worked” in months previous. Your plan was destined for the marketing hall of fame.

And here we are now, winding down the year and at a point where we have to explain to our bosses and neighbors alike why the plan didn’t work. And I’ll give you a hint—it had nothing to do with the size of your budget.

Think about this long and hard before you walk into your 2010 budget meeting with the board next week demanding that you need double the marketing spend for 2010 in order to see anything work. What were you measuring when you hacked the initiatives that “weren’t working”? Did it extend beyond the bottom line or the last point of conversion?

For example, did you or your agency stop to consider the impact that your display campaign might have had on the success of your paid search campaign before you decided that the only one to survive was the more “successful” paid campaign? And this year, when your one time efficiency super star—the paid search campaign—fell flat on it’s face while it was expected to perform on it’s own, what did you credit as the reason for its failure? The economy? The creative? The size of your budget?

Reevaluate the way you measure success. And failure. The results you see might surprise you. And of course, if you need a hand, Oneupweb is happy to lend one. Make 2010 a phenomenal year. For your marketing plan and yourself.

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