Transmit

A new Icelandic marketing book is has just been published and is called “Internet marketing” (in Icelandic: Markaðssetning á netinu). The authors are Guðmundur Arnar Guðmundsson who is the head of the Icelandair marketing team in Iceland and Kristján Már Hauksson who founded Nordic eMarketing. The Icelandic internet market is quite interesting; here are some figures that are revealed in the book:

• 93% of Icelanders are connected to the internet.
• Around 80% of those connected to the internet are on Facebook.
• Around 72% of Icelanders less than 54 years old turn to search engines before making a purchase.
• 90% of internet users trust the advice from people connected to the internet that they know.
• 70% trust the advice from strangers and companies on the internet.

Since Transmit has been developing software that monitors and helps its clients increase the efficiency of their online banners, the authors contacted us about our software, Smelltu (e. Click Capital), and the collaboration resulted in a section in the book on how to use Smelltu to maximize return on investment with online advertisements.

I flipped through the book and I must say it is very accessible to the reader and practical as well. It’s an essential addition to the library of marketing enthusiasts.

From a branding point of view, the book will definitely help you increase the visibility of your brand and that alone justifies the purchase. Check out the books website on www.online.is , It is in Icelandic, so I suggest you learn the language … or not.

Until now this blog has mainly been about our Brand Asset Management product, Brand Capital. I wanted to mention another product, (Icelandic only at the moment), called Smelltu or Click Capital. Click Capital is a tool that measures how effective advertising banners are.

Below are the results measured for the clickthrough ratio (clicks per thousand pageviews) of a campaign that was run on Mbl.is for a month last May. 

The left graph shows the results of a campaign that ran the same banner through the whole period but the right graph shows a banner that was redesigned half way through. 

In the example above the campaign on the right increased the total number of clicks by 30% by increasing the ad budget by 10% - because the banner design is cheap compared to buying the ad slot.

Not every banner fades so fast. We’ve seen banners maintain a clickthrough rate of 2‰ for weeks. But it is hard to know in advance. It depends on the banner’s size, the advertiser, the banner’s content, when it appears, etc. By using Smelltu/Click Capital, the advertiser can react quickly to maximise the return on investment he gets from advertising with banners.