'Media Planning & Buying' Category

Increase Sales On Your Website In An Ultra-Competitive Industry

Posted by Ian Mcgrath on May 27th, 2015 at 10:29 am

Depending on the industry you operate in, generating leads through your website is pretty straight-forward : you set up a landing page and start advertising on Adwords to see a steady flow of new inquiries, a percentage of whom become customers. However, the dynamics at play change quite dramatically if you are in an industry like insurance or web hosting – these industries are extremely competitive in the online world. Many times, the cost of appearing on the first page of Google results is so high that it is simply not financially viable. In such cases, simply building a landing page and advertising them may not work.
Also, in such ultra-competitive niches, customers do not buy impulsively. Think of the time you last purchased on insurance or a web hosting plan? Didn't you spend a significant amount of time evaluating the various offers and reading reviews? Your customers are no different either – they will seldom purchase your product right after clicking through to your website from your ad.
So how does one compete in these niches with cut-throat competition? The trick is in understanding the psychology of the customer. Unlike a carpet cleaning service or a car rental, customers do not... Read more

How Brands Use Polls to Leverage Deeper Drivers of Engagement

Posted by Bill Guild on May 18th, 2015 at 1:20 pm

When brands have a full understanding of the qualifications, motivations, and preferences that drive campaign conversions, they can qualify their audiences and adjust creative messaging to resonate with consumers who will become good customers. This boosts campaign results at all points in the customer journey.

5 Things Video Game Execs Need To Know About Marketing Games

Posted by David Murdico on May 13th, 2015 at 3:31 am

I know, video game and app marketers are some of the hardest working people on the planet, and I no doubt have the HIGHEST respect for what they do at all hours of the night - and no I'm not talking about their private lives.
Still, working on the creative, strategy, video, marketing, social media and PR side of game and app promotion, I see important actionables and accountabilities slipping through the cracks.
So, take this as intended - or hate me. Just don't do both at the same time. I confuse easily.
1. Be authentic to your brand, game and fanbase
I don’t care of your game involves stacking cherries on top of ice cream before it melts, or shooting hookers in the street. Own it. I remember running a campaign for Street Fighter X Tekken where we weren’t allowed to use the word “badass” in our social media updates. The game was about kicking people in the face.
There’s a huge disconnect between the desires of the fans and the politically correct spew coming out of the marketing spokesholes. It’s not their fault. It;s the system.
2. Allocate budget for promoting contests, giveaways and commissioning influencers
Players and fans don’t just magically appear - especially... Read more

The metamorphosis of the ad agency

Posted by Lori Luechtefeld on May 4th, 2015 at 12:13 pm

The proliferation of technology has permeated the masses and shows only signs of acceleration. Agencies try to compete with their algorithms and math men. But are they enough?
During an insight presentation at the iMedia Agency Summit in Rancho Palos Verdes, Kevin Hung, SVP and digital innovations director at Havas Media, argued that they're not. In fact, he noted, most marketers' tactics haven't evolved much past classic ads dating back to the 1800s. Sure, they might show up on Instagram instead of in print media. But they're still the same models sipping the same beverages and competing for consumer attention (or, in the case of Instagram, consumer "likes").

"We're applying old techniques to a new world, and our consumers know this," Hung said. "We're not just antagonizing them with the things that we do. We're insulting them."
Some companies get it. These are the companies like Uber, Airbnb, Dropbox, Square, WhatsApp, and Nest -- the ones that put digital at the core of their businesses and leverage it as a springboard.
We've all seen the evolution as marketers, Hung said. Interruption has become invitation. One screen has become every screen. Reach and frequency have become moments. And prime time has become my time.
The keys... Read more

Vendor Consolidation is Sorely Needed

Posted by Roy de Souza on April 29th, 2015 at 8:48 am

You know things have become difficult for marketers when the President and CEO of the Interactive Advertising Bureau (IAB) admits that all the money  flooding into ad tech has merely caused more chaos. As a marketer  you certainly already know this as you attempt to deal with the tangle of new partners who come between you and the consumer. As a publisher you rail at the way every new middleman takes a small piece of the pie that represents your inventory.
It’s time for everyone to consider consolidating from the current melange of startups to a single larger vendor who can do it all.
Here, for your viewing pleasure, is the display Lumascape.  Notice the sheer number of possible partners, and then take a look at the number of acquired and shuttered companies.

Display Lumascape
All this has got to stop. Marketers, the ones who pay the bills, must think about consolidating to a few larger trustworthy vendors and stop experimenting with startups that promise the Holy Grail and sell you stuff that doesn’t work as promised and doesn’t measure what you need measured.

The Video Lumascape
But you’re not relying on display anymore, are you? You are also using video, and you’re moving to mobile.
You... Read more