Tagged 'online marketing'

Response is not always RESPONSE

Posted by Bill Guild on November 1st, 2013 at 7:42 am

Ad responders are clear about their preferred methods and channels for responding to ads.
Every year ChoiceStream polls consumers to find out how they think and behave around digital advertising, and every year I learn something new and actionable.  This year’s ah ha moments didn’t come from one specific question, but from the combination of several questions and our experience in programmatic campaign optimization.  We cross tabulated several questions and interpreted results from one cross tab in light of the results from others then matched those findings to our experience optimizing campaigns.  Here’s what we learned.
Survey Finding: More people respond to ads by searching or browsing than respond by clicking.
Programmatic Experience: Optimizing for clicks takes a completely different campaign setup than optimizing for conversions.  Usually optimizing for clicks will reduce conversions.
Take-away: If your attribution model doesn’t give significant credit to view-throughs you are: a) missing more than half of the effect of your ads, and b) giving your advertising partners incentive to hunt clicks instead of hunting customers.

Survey Findings: 1) The percentage of people who have shopped at least once on a mobile device is catching up to the percentage of people who have shopped on a computer (see the... Read more

3 Skills Every Marketer Should Learn, Digitally or Not

Posted by Danny Groner on October 7th, 2013 at 10:37 am

With a little old-school intuition combined with new-age thinking, you can rise to the top of your industry.

Legal concepts every social media marketer should know: Part III — Use of third-party images, graphics, and content

Posted by Fernando Bohorquez Jr. on September 11th, 2013 at 6:00 am

This post is co-authored by Alan M. Pate.
It’s often said that imitation is the sincerest form of flattery. But when it comes to running an online marketing campaign or social media site, imitating (or straight-up copying) other peoples’ content can be the quickest way to an expensive lawsuit. In this third installment of “Legal concepts every social media marketer should know”, we’ll run down the best practices for digital marketers using third-party content in their campaigns. Chances are, whether it’s your website design, the models in your ads, or even the code in your mobile app, somewhere, somehow, your campaign may include content licensed or purchased from a third-party. A little knowledge of the common pitfalls in using third-party content can go a long way in ensuring your campaign doesn’t get derailed by a lawsuit or the threat of one. Be sure to also check-out “Legal concepts every social media marketer should know: Part I -Consumer Privacy" and “Part II: Rules of the Road for Online Advertising” and stay tuned for the last installment on user-genrated content.
Part Three: Use of Third-Party Images, Graphics, and Content
Word to the wise – if you think dealing with legal is a pain,... Read more

5 Best Auto Brands… if They Were Colleges

Posted by Laura Schooling on September 10th, 2013 at 3:38 pm

The annual U.S. News & World Report Best Colleges rankings came out today, which got me thinking about how the process of choosing a new vehicle is not so different from selecting a college. A decision is preceded by dozens of questions—conscious or otherwise. How important is a brand name? What kind of return will I get from this investment? What can I expect from the experience—community, fun, prestige?
The stakes for choosing a college are arguably higher. And with hindsight being 20/20, I know there are quite a few people who would rethink their choice of college if they could (although I’m sure wherever you went was the “Harvard of the West, Arizona, Southern Florida”).
So if you happen to be in the market for a new car, here’s a chance to (sort of) make up for some of the errors of your youth.
See how U.S. News ranked the top college in five different categories and the auto manufacturer with similar brand attributes.
Best National University: Princeton
Selected for their comprehensive programs—a full range of undergraduate majors, and master's and Ph.D. programs—these colleges are also committed to groundbreaking research.

Any of the top-tier luxury vehicles could easily be high on the list, but... Read more

Legal concepts every social media marketer should know: Part II — Rules of the road for online advertising

Posted by Fernando Bohorquez Jr. on August 26th, 2013 at 6:00 am

This post is co-authored by Alan M. Pate.
As long as we have sold stuff, we’ve used images or stories to help sell them. As Calvin Coolidge of all people once said in one of his rare Don Draper moments - “Advertising ministers to the spiritual side of trade.” And just like most other aspects of trade, advertising has long been subject to a number of rules and regulations so that the consuming public isn’t totally taken for a ride. In most cases, traditional advertising rules have been relatively straightforward—tell the truth, don’t trick consumers and back up your claims. These basics have stayed true to form thru the evolution of print, radio and TV. With the advent of online and mobile advertising, although the medium may have changed, the basic principles remain constant. In this second installment of Legal Concepts Every Social Media Marketer Should Know, we’ll examine these fundamentals in the context of the regulations and guidelines specific to online and mobile advertising. Be sure to also check-out our earlier post Legal Concepts Every Social Media Marketer Should Know: The Privacy Problem - With Big Data Comes Big Responsibility and stay tuned for the next two installments.
Part... Read more