Tagged 'metrics'

4 tactics to improve your AdWords

Posted by Jason Wells on January 28th, 2014 at 1:56 pm

AdWords spend sucks up a chunk--in many cases, a massive chunk--of many marketers' budgets. PPC, depsite its downfalls, is a quick and relatively cheap way to drive significant amounts of traffic in a hurry. It's also a way for a growing company to appear on page 1 of Google immediately. And, not to mention, appear when and where you want to appear. AdWords is awesome, but how do you take your spend to the next level? What can you do to improve your ROI?
Here are 4 tactics to try:
1) Use Call Tracking to Analyze Which Ads Generate Calls
Are you getting credit for every lead your AdWords campaigns generate? If you're not using call tracking you're not.
Call tracking for PPC allows marketers to track the precise keywords, campaigns, and even ads that are generating phone calls. LogMyCalls uses a tool called Dynamic Number Insertion (DNI) to dynamically display a phone number to a web visitor dependent upon the parameters you set. In other words, different phone numbers can actually appear on the same landing page dependent on the campaign, ad, or keyword. So, for example, if you're A/B testing ad copy for a specfic ad, the people that click on ad... Read more

Lazy PR Doesn’t Do A Brand Good

Posted by Ragini Bhalla on December 13th, 2013 at 9:22 am

Milk, it does a body good. We all know this to be true. But what does it really mean? Well, if you think about it, it’s a saying that could be easily transferred to the PR industry. Making milk a staple of your daily diet is just as important as embedding strategy and goal-oriented results into your PR “diet.” As digitally savvy and progressive as the PR industry has become, there are still so many PR agencies that define success (for their clients) by the sheer number of items checked off as “completed” each month. And that can often result in empty “wins” that do nothing to drive the client’s long term business goals, both from a brand awareness and lead generation/nurture perspective. To me, that’s the sign of a lazy PR agency. But to point the finger blindly at lazy PR agencies isn’t fair either.
As someone who sits in-house within a brand to oversee the PR and communications strategy, it’s up to the PR agency’s clients to hold them accountable, identify multiple goals and results that actually align with the caliber of media outlets relevant to the industry and lay out a roadmap to grow the client’s PR ROI.... Read more

Too Many Tweets & Not Enough Marketing ROI

Posted by Mark Hughes on July 16th, 2012 at 9:44 am

C3 Metrics CEO Hughes Deconstructs Fornaise Study & Provides Solution to get CMOs Focused on Metrics
CEOs don’t trust marketing.  This comes from the newly-published London Fournaise Study where 1,200 CEOs from North America, Europe, Asia, and Australia were interviewed.
Disconnected From Reality
80% of them said they don’t trust the work done by marketers.  80% of CEOs also said marketers are “too disconnected” from the financial realities of companies.
The Fournaise study indicated that CEOs think: marketers live too much in their creative and social media bubble and focus too much on parameters such as “likes,” “tweets,” “feeds,” or “followers.”
The sound of the wake-up call is deafening.
For Martin Sorrell, John Wren, Michael Roth, Maurice Levy, and the shareholders of agency holding companies—this translates into havoc.  Because when a new CMO comes in, a huge amount of resources are devoted to relationship building and understanding a clients’ business.  But two years later the account is yanked out from under the rug, wreaking financial havoc.
The heart of this agency malaise is discovered in the single sentence of the Fournaise survey:  marketers are too disconnected from the financial realities of the company.
An Explosive Solution
The solution is--explosives.  Blow up the model, blow up the trend, blow up... Read more

Did Mad Men Measure ROI? What Don Draper’s Been Missing for Brand Marketers

Posted by Megan Hegarty on May 2nd, 2012 at 11:04 am

When the Don Drapers of the world launched a client campaign, there was only one performance indicator – sales figures. If sales went up, the campaign was a success. So now that we are able to measure each aspect of a campaign, why do some folks still look at the components in a silo?
Back in the good old days of advertising, when the Don Drapers of the world launched a campaign for a client, there was only one performance indicator – sales figures. If sales went up, the campaign was considered a success, even though no one really had any idea what truly caused the lift. Then, along came online advertising, which brought with it a whole new, more granular way of looking at campaign performance.
When you run an online campaign you have the ability to track your campaign from day one, in almost real-time. This accessibility and abundance of data is both a blessing and a curse. While it gives us the power to finely tune campaigns to maximize ROI and minimize spend, the online portion of the buy becomes highly scrutinized, while the inherent value of “traditional” tactics such as billboards often go unquestioned.
The danger of simply looking... Read more

How Digital Success Relates to Business Success

Posted by Greg Kihlström on February 9th, 2012 at 1:02 pm

You know what you are doing with your social media marketing. I know you know what you are doing. Even though the senior management at your organization knows you know what you are doing, too, there is often a disconnect between the way a digital marketer talks about success and the way the board views the success of the business.
The goal of this article is to make your job a little easier by helping you frame your digital marketing successes in a way that even the most skeptical CFO would want to support you.
First, a disclaimer: this is not to say in any way that senior executives don’t get new trends or digital marketing. Remember how GM’s Bob Lutz was a trailblazer in corporate blogging way back in 2004? Or what Tony Hsieh of Zappo’s is doing on Twitter? Though for every Bob Lutz or Tony Hsieh, there are those that do not inherently understand the value of your digital marketing. For instance, unless you are calculating the value of a Facebook fan, sometimes saying you got a large percent increase in fans from one quarter to another is not enough to illustrate your marketing accomplishments. The problem is in... Read more