Welcome to The Kingpin Weekly Digest #8 and a very happy Friday to you. This week we take a look at new digital spend figures from IAB and PWC, eMarketer’s mobile predictions and customer journey maps from Forbes. Enjoy!


“There is a misconception that if you increase search spend, you will linearly increase leads - which is usually not the case.”

That’s what resident Kingpin Search Marketing expert Lewis Williamson suggests as he looks at the recent digital ad spend growth figures posted last week by IAB and PWC.

Lewis takes a look at the numbers and puts some context behind the report 15% YoY growth – as well a warning to marketers not to be too reliant on search for conversion.

You can read his thoughts here


Mobile ad spend keeps growing and growing.

That's according to the latest findings in from eMarketer: Mobile Ad Spending to Surpass All Traditional Media Combined by 2020

The report predicts by 2020, mobile will represent 43% of total media ad spending in the US — a greater percentage than all traditional media combined. If we think about this in combination with the information from the first article that "mobile devices accounting for 75% of all UK adults’ time online" does this mean that B2B marketers will shift campaigns more and more towards mobile, as behaviour evolves and B2B buyers move their buying experience to something more mobile-based?

Read the full article here


Talking of buying, do you know where your customers and prospects are in the buying journey and where you need to take them next?

One consultant from Gartner once wrote “Ten years ago there weren’t as many engagement channels, whereas now we have so many channels we’ve basically lost the customer. We don’t know where they are, or how they work with us. I’m not even sure the customer knows this."

So how can you put together the customer journey properly and have confidence in it?

See Customer Journey Maps In A Multichannel World by Forbes.



If you don't follow @adweak on Twitter, get following.

Their cheeky take on some of the usual marketing agency clichés and fluffy language are spot on. And very funny.



And finally...

This Friday 19th October is the annual Kingpin Charity 5-a-side Football tournament, raising money for Great Ormond Street Hospital and a local school in Joubertina, South Africa.

This year there are 16 teams, which is our biggest entry ever!

If you would like to find out more information or would be interesting in helping support this cause, contact Sophie-Louise Vevers.

Or you can cheer on the teams (Incisive Media, Madison Logic, Dennis , LinkedIn, Microsoft, IDG (International Data Group) , Sharethrough, Ogury, The Register) from 4:30pm, at Shoreditch Power League.

And finally a big thank you to Trend Micro for sponsoring our kits this year!


That's it for another week. Please follow us on Twitter and Instagram, and if you have any feedback or questions, get in touch at enquiries@kingpincomms.com

Have a great rest of the week and speak to you soon.


The Kingpin team