[February 08, 2016] |
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TurboTax Named Winner in Merkle's 3rd Annual Digital Bowl Report
Merkle (www.merkleinc.com),
a leading technology-enabled, data-driven performance marketing agency,
today released its third annual Digital
Bowl Report, evaluating Super Bowl advertisers' digital marketing
efforts. This year, TurboTax and Avocados from Mexico took first and
second place, respectively.
The Digital
Bowl Report takes a quantitative look at how brands leveraged social
media, SEO, paid search, digital media, and email marketing to support
their Super Bowl investments. TurboTax took home the 2016 Merkle Digital
Bowl crown by coming in second in scoring for SEO, digital media
advertising, and social media. In SEO, TurboTax used microdata to
feature the 4.7 star rating of its Federal Free Edition product in the
search results, and its mobile optimized landing page ranked well for
both "Super Bowl" and "Big Game" searches. In digital media, it
leveraged tracking pixels to build retargeting lists, and used many
versions of its video to run pre-roll YouTube (News - Alert) adspaired with companion
banners before videos found via Super Bowl-related searches. In social
media, simplicity and clarity of message won the game this year.
TurboTax excelled at both, and its real-time content stayed true to the
product value-add.
The 2016
Digital Bowl Report analyzed social media, SEO, paid search
marketing, digital media advertising and email marketing. On social
media, brands were judged on the content they were creating, how they
were engaging with users, and their rate of conversation. Brands scored
more highly if they were agile and creative in their real-time marketing
and responsive to users. In SEO, brands were graded on campaign landing
page optimization, discoverability, optimization, and whether they had
kept mobile users in mind. The paid search evaluation examined relevant
keyword targeting, ad copy, email outreach and relevant landing page
experiences. Digital media advertising was evaluated based on whether
brands were leveraging teaser video content for retargeting and
real-time ad buys during the game. Lastly, brands received a bonus point
if they took advantage of email marketing's direct line to their
existing customers.
"Winning the Digital Bowl boils down to leveraging digital to truly
capitalize on a brand's Super Bowl investment. The TV spot is arguably
the US's most prestigious marketing opportunity and is a massive
awareness play. However, the TV spot alone is only one piece of the pie
and marketers that don't have an air-tight digital campaign in place
lose out to savvy competitors who are able to capture customer intent,"
said Dalton Dorne, VP of Marketing for Merkle. "This year's Digital Bowl
saw the biggest shift in what it takes to win in the social media
category. Advertisers that got back to basics with clear messaging and
easy-to-participate-in campaigns won the day."
About Merkle
Merkle is a global data-driven, technology-enabled performance marketing
agency and the largest independent agency in the US for CRM, digital,
and search. For more than 25 years, Fortune 1000 companies and leading
nonprofit organizations have partnered with Merkle to maximize the value
of their customer portfolios. The agency's heritage in data, technology,
and analytics forms the foundation for its unmatched skills in
understanding consumer insights. When combined with its strength in
performance media, Merkle creates customer experiences that drive
improved marketing performance and shareholder value. With more than
3,000 employees, the privately held corporation is headquartered in
Columbia, Maryland with 14 additional offices in the US and offices in
London, Shanghai, and Nanjing. For more information, contact Merkle at
1-877-9-Merkle or visit www.merkleinc.com.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160208006118/en/
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