A digital campaign that is not being monitored and optimized in real-time is a digital campaign that is destined for failure. Click metrics are not the end-all-be-all of digital success. Instead, focus on what really matters: leads and sales.
Digital analytics have come a long way in the past couple years. More reliable tracking mechanisms, advanced software, and broader understanding of how to measure the impact of channels has made us all smarter. However, we’ve also become guilty of occasionally jumping to conclusions too quickly now that we can see performance by channel on a minute to minute basis. We may inject spend into test cells that appear to be performing well only to find what appeared to be a great pocket of performance was actually a statistical blip. Or, we may pull money out of seemingly under-performing channels and discover overall program results plummet because cause and effect correlations were not taken into consideration. There are many victims of overzealous budget re-allocation but Display Prospecting tends to be one of the most popular.
Don’t get me wrong, I love seeing the high ROIs from dynamic remarketing and the low CPAs from advanced search strategies boost overall results. But, I try not to forget where the qualified volume came from to support a successful remarketing program or where the awareness came from to deliver branded search results.
We recently ran a series of controlled tests within the retail space to quantify... Read more
We’ve all been there, on both sides of the phone or Inbox. She won’t stop calling, he won’t pick up. Are my emails going to the Junk Folder? Another email from him – Delete. I’m not talking about singles asking for second dates. I’m referring to the proposal dance agencies and ad sellers play in this crowded marketplace.
Be it a factor of too many companies chasing the same digital budget, the almost inhumane time-constraints on buying teams, or a lack of resources all around, it feels like there’s a communication problem at the end of the sales / RFP / proposal process in digital media.
One common topic that usually comes up over a casual lunch or happy hour is the lack of business etiquette or manners from both sides of the sales aisle when it comes to the final part of the proposal process. The buyer perspective is something like this: “An RFP is not a promise of business, I’m sorry you didn’t make the plan this time – just wasn’t a fit - but if you continue to hound me and fire emails into the client there likely won’t be a next time.” The seller perspective is generally looking... Read more
According to US Census data, 75 percent of consumer spending occurs within 15 miles of the average American’s front door, meaning 50 percent of the nation’s GDP is dependent on consumers buying locally. With these statistics in mind, it’s important for brick-and-mortar businesses—and the brands that sell within them—to connect with consumers to drive them into stores.
Over the last six decades, newspapers, magazines, TV, radio, direct mail and free standing inserts were the primary channels for reaching and serving ads to a target audience. More recently, advertisers have recognized the importance of digital advertising and have been putting more of their local advertising dollars online. According to a report by media research company BIA/Kelsey, the rate of digital ad growth outstrips total local media expenditures and is expected to rise 2.6 percent annually through 2016 to $151.3 billion.
So what do advertisers and brands need to consider when allocating local advertising budgets online?
It’s the scale and reach, cost-effectiveness, speed and flexibility of digital that enables advertisers to efficiently drive in-store traffic. Digital intrinsically offers greater flexibility for a campaign, and localized digital advertising solutions allow advertisers to target different ads to different neighborhoods around the country.
Not every consumer lives within close... Read more
It’s a new year and a new fiscal budget cycle. Marketers now must turn those approved yet swag numbers into operating tactical plans, purchase orders and cash flow models. This necessitates choices focused on channels, media mix and targeting strategy. Creating the right mix is a puzzle that is unique to each brand.
In approaching the task, several truths need to be considered:
Each channel has its identified strengths, weaknesses and optimal uses.
Business objectives must drive the process.
Clarity is critical. You have to know what you’re going after at the outset.
Matching target customers and prospects with media use yields efficiency.
Social and mobile media are ascendant.
Smartphone penetration, prompted by tablet PCs and Android, will drive use.
Search and E-mail are proven performers year over year.
Facebook advertising, promotions or engagement is on everyone’s list.
A new way of conceptualizing the marketing mix is emerging that looks at three lines of attack orchestrated to operate independently and inter-dependently. Online and offline marketing are planned together and synchronized... Read more