Seven of the biggest digital myths that hold brands back from generating stronger ROI. Entertaining and easy to read, with concrete advice on the right way to approach new digital challenges.
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
Digital transformation in sales: Evolving the Art of Customer EngagementAbhishek Sood
Customer engagement: Your digital prerequisite to market leadership
Customer engagement is an integral part of a successful organization.
And with that known knowledge, top-performing sales organizations are prioritizing digital transformation to unlock greater revenue growth.
Read about how to digitally transform your sales organization.
Plus, explore and understand 4 ways organizations approach digital adoption, from skeptics to drivers – where does your company fall?
Adweek 2019 Data-Driven Marketing at the CrossroadsMark Osborne
Survey of over 300 Marketing Leaders for trends and insights on data-driven marketing, includes trends in technology investment, challenges to implementation of data-driven marketing strategies, prioritization of objectives, challenges with improving the customer experience, impacts of privacy and compliance and forward looking predictions
Digital transformation in sales: Evolving the Art of Customer EngagementAbhishek Sood
Customer engagement: Your digital prerequisite to market leadership
Customer engagement is an integral part of a successful organization.
And with that known knowledge, top-performing sales organizations are prioritizing digital transformation to unlock greater revenue growth.
Read about how to digitally transform your sales organization.
Plus, explore and understand 4 ways organizations approach digital adoption, from skeptics to drivers – where does your company fall?
Target Better, Nurture Better and Close Better. Learn how Dun & Bradstreet data within Oracle Cloud can help businesses grow relationships and revenue.
How Artificial Intelligence is Impacting Marketing Today and How Smart Market...Mark Osborne
Overview of Artificial Intelligence AI and Machine Learning technologies that are impacting marketing today, and how marketers can plan their career and build the relevant computer science / engineering / statistics / and data-driven decision-making skills to excel in the future. Covers relevant algorithms, and marketing strategies like segmentation, targeting, and positioning, and how marketers can prepare
The ultimate guide to the new buyers journeyMarketBridge
At MarketBridge we have the privilege of working with hundreds of marketing and sales leaders every month. In those discussions one thing is abundantly clear: the customer buying journey is rapidly changing and organizations are struggling to keep up.
These dramatic shifts in buying behavior are well documented; independent research by Gartner and Forrester suggests that by 2020,
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
Marketing Data Renovators Guide: 10 Steps to Prime Your B2B Database for Anal...Shelly Lucas
What do a fixer-upper and your marketing database have in common? More than you think. Learn 10 clear steps for making your database analytics-ready in this e-book.
Email marketers face increasing customer expectations with consumers' instant access to information and the ability to connect from anywhere. The top challenges for marketers are also their biggest opportunity. During this session we will dive into Salesforce recently released, State of Marketing Report to learn more about the key marketing trends that will help brands own their customer experience in the year ahead.
Despite a growing shift of resources and budget to the development of digital marketing strategy, platforms and channels, the actual skill levels to effectively manage and execute digital marketing programs are absent outside of digital teams.
The Digital IQ Index is Digital Chameleon's report on digital capabilities within media, marketing and agency industry in Australia.
A super interesting study on Digital Marketing Landscape put together by Demand Metric Research Corporation. The study covers:
- how much money and with what level of priority companies are giving their Digital Marketing efforts
- the platforms Digital Marketers are using to deploy their Digital campaigns
- the different types of approaches marketers are taking to connect with consumers Digitally, and which ones are creating the most impact
- the benefits and challenges of creating "Digital experiences"
- the latest measurements in use to track the performance of Digital campaigns
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
These days it seems as if everyone is talking about how much a brand should be spending on smartphone and tablet advertising. We all need to stop thinking about smartphone allocations. Thanks to advances in user-to-device mapping, it’s now possible to understand all of the signals people send about what they want - regardless of the device they send them on. As a result, we now need to stop thinking about devices, and put our focus back where it belongs – on the consumer. Brands must learn to plan and execute programs “person-first,” letting the individual’s personal behavior govern the particular
spend level for each device channel.
Target Better, Nurture Better and Close Better. Learn how Dun & Bradstreet data within Oracle Cloud can help businesses grow relationships and revenue.
How Artificial Intelligence is Impacting Marketing Today and How Smart Market...Mark Osborne
Overview of Artificial Intelligence AI and Machine Learning technologies that are impacting marketing today, and how marketers can plan their career and build the relevant computer science / engineering / statistics / and data-driven decision-making skills to excel in the future. Covers relevant algorithms, and marketing strategies like segmentation, targeting, and positioning, and how marketers can prepare
The ultimate guide to the new buyers journeyMarketBridge
At MarketBridge we have the privilege of working with hundreds of marketing and sales leaders every month. In those discussions one thing is abundantly clear: the customer buying journey is rapidly changing and organizations are struggling to keep up.
These dramatic shifts in buying behavior are well documented; independent research by Gartner and Forrester suggests that by 2020,
ClickZ has launched an innovative new series of buyers guides, created with the aim of cutting through the complexity of the technology landscape to help our community of readers make better decisions about vendors. The first of this series is dedicated to bid management platforms, which help brands maximize the returns on their PPC, social media, and display advertising budgets.
The role of a bid management platform has changed significantly over the past decade, in line with the increased sophistication of the digital media industry. With over $90 billion spent on paid search in 2017, these software packages play a vital role in deriving maximum value from a brand’s digital media budget.
The core component of the ClickZ bid management vendor guide is our customer survey, which received over 1,600 responses.
Marketing Data Renovators Guide: 10 Steps to Prime Your B2B Database for Anal...Shelly Lucas
What do a fixer-upper and your marketing database have in common? More than you think. Learn 10 clear steps for making your database analytics-ready in this e-book.
Email marketers face increasing customer expectations with consumers' instant access to information and the ability to connect from anywhere. The top challenges for marketers are also their biggest opportunity. During this session we will dive into Salesforce recently released, State of Marketing Report to learn more about the key marketing trends that will help brands own their customer experience in the year ahead.
Despite a growing shift of resources and budget to the development of digital marketing strategy, platforms and channels, the actual skill levels to effectively manage and execute digital marketing programs are absent outside of digital teams.
The Digital IQ Index is Digital Chameleon's report on digital capabilities within media, marketing and agency industry in Australia.
A super interesting study on Digital Marketing Landscape put together by Demand Metric Research Corporation. The study covers:
- how much money and with what level of priority companies are giving their Digital Marketing efforts
- the platforms Digital Marketers are using to deploy their Digital campaigns
- the different types of approaches marketers are taking to connect with consumers Digitally, and which ones are creating the most impact
- the benefits and challenges of creating "Digital experiences"
- the latest measurements in use to track the performance of Digital campaigns
ClickZ/Fospha: The State of Marketing Measurement, Attribution, and Data Mana...Clark Boyd
This report covers:
The data challenges marketers are confronting today
The business impact of a complex (and oft-misunderstood) data culture
The role of marketing intelligence software in a modern organization
How to define and use metrics like customer lifetime value
The features marketers wish their current technologies had
How to assess your own company’s data maturity
A new approach to agile, accessible marketing measurement
A Guide to Effective Lead Generation - The Journey from List to LeadReshma Nigam
This white paper delineates Markable Solutions’ high impact lead generation techniques to develop marketing qualified leads for an organization’s sales pipeline.
You will learn how to:
1. Define a lead and understand the buying process
2. Build a robust B2B lead generation strategy
3. Use various list-to-lead techniques by Markable Solutions
These days it seems as if everyone is talking about how much a brand should be spending on smartphone and tablet advertising. We all need to stop thinking about smartphone allocations. Thanks to advances in user-to-device mapping, it’s now possible to understand all of the signals people send about what they want - regardless of the device they send them on. As a result, we now need to stop thinking about devices, and put our focus back where it belongs – on the consumer. Brands must learn to plan and execute programs “person-first,” letting the individual’s personal behavior govern the particular
spend level for each device channel.
The Ultimate Bare-Knuckle Boxing Match: Attribution vs. MeasurementJim Nichols
With digital marketing, there’s no shortage of data to evaluate. But all of that information brings with it the real challenge of identifying both the metrics we should care about and the best way to measure them. Brands are in the metaphorical seats of a great ROI assessment boxing match: a fight between attribution – focused on assigning credit for sales – and causal measurement – focused on measuring sales actually caused by a program. Sound the same? Nope. They’re as different as Tyson and Ali.
The 7 must haves for a successful agency pitchJim Nichols
Many thousands of years ago, when mastodons walked the earth and I started in the ad biz, winning clients was
tough. But now, tough only begins to describe it. More competition, combined with blurring categories of marketing
solutions providers, means that an agency has longer odds than ever when it comes to garnering new clients. Here are
some thoughts on what it takes to win these days. Some of the thoughts are mine, and many are those of friends who
have recently gone through the process of selecting a new agency.
Need to get more of your app users to become buyers? This new study uncovers how. For app marketers, the pressure for more revenue is intense. This eguide will help you spot and understand your biggest app growth challenges, and how you can use in-app consumer data and marketing attribution to increase ROI now.
Based upon an examination of the the conversion paths of dozens of apps worldwide, this paper will reveal the four most common PROBLEM FUNNELS - where real impediments are preventing all the purchases that these businesses need.
Which of the problem funnels is most like your business? Is it:
The "Blown-Out Umbrella" Funnel - What happens when marketers focus solely on installs
The "Where Is It? Funnel" - Where the ratios of install to engagement to purchase are good but the user base is too small
The "Bulging" Funnel - where your app drives great engagement but falls down at the purchase stage
The "Python" Funnel - you've found a responsive core audience, but haven't expanded beyond that
Understand the bottlenecks that limit your app revenue, and how you can use in-app consumer data and marketing attribution to increase ROI now.
From the beginning Apsalar has focused major attention on understanding the needs of mcommerce app measurement and how they differ from the needs of gaming
companies. Our solution is designed to meet the specific needs of four leading mcommerce business types: ecommerce companies, retailers, travel companies, personal finance companies, and on-demand services.
Whether or not you choose Apsalar as your attribution and
measurement provider, choosing a product that is right for mcommerce will make a big difference to your business.
There are eight questions that we believe you need to ask potential attribution partners in order to suss out which solution is right for your business.
3 ways to improve your next cross-device campaignJim Nichols
EXCLUSIVE CONVERSANT INSIGHTS
Three keys to maximizing results for your next cross-device advertising campaign.
To get the most out of your next advertising program, you need to think about cross-device in terms of data, delivery and insight. Inside this quick and easy whitepaper, you’ll also discover the importance of:
Reaching, connecting and converting the consumer across all devices
Measuring interactions that take place in-app
Leveraging the interactive strengths of each medium
Download this compelling marketing research today so you can develop solid cross-device strategies that will drive great results.
Understand the cross-device consumer in just 15 minutesJim Nichols
To get the most out of your marketing and advertising programs, it’s essential that you understand today’s consumer and the multi-device phenomenon of how they connect, communicate, shop and buy. Get the facts about cross-device consumer behaviors, and then four tips on how to use them to your brand advantage.
Cross-device usage
Mobile’s share of total connected time
The "mobile-only" and "mobile-mostly" connected consumer
Cross-device purchasing
Download this compelling information today so you can develop a cross-device strategy that delivers better ROI.
Apsalar Advertising Click Fraud and IAP Fraud Index for AppsJim Nichols
A comprehensive study of app add click fraud and IAP fraud, both globally and in many countries in the Americas, Europe, and Australasia. More than 10 billion clicks and 100 million in-app virtual goods purchse events.
Taking a Strategic Approach to Mobile App RemarketingJim Nichols
Remarketing is the fastest growing arena of mobile app marketing. On our platform, for example, the volume of remarketing activity has increased more than 800% in the past year. It’s time you and your app had a robust remarketing strategy and plan in place, to maximize your revenue and nail your KPIs. This paper is designed to:
• Identify the underlying forces contributing to this important trend
• Outline the remarketing opportunity for mobile app marketers
• Present a framework for strategic remarketing planning and
execution
3 Ways to Drive Growth Using Your Big DataJim Nichols
Most marketers believe that programs powered by big data have the potential to radically improve business and drive
growth. But understanding the potential value of big data – and actually realizing it – are two very different things.
While many brands have invested millions to collect this
valuable marketing intelligence, few CMOs claim to be
maximizing their results with it. While leveraging your
big data to drive sales isn’t necessarily an easy thing, it is
possible – and it doesn’t require years to develop big data
strategies and tactics you can count on to deliver higher
return. In fact, many can reap the benefits in weeks.
This paper:
- Reviews data on the changes in customer behavior that are driving the need for a holistic approach to data including mobile app event data
- Summarizes the current state of customer data management and its limitations, using a simple COLLECT|ORGANIZE|ANALYZE|ACTION model
- Using the same model, it outlines the necessary characteristics of a data management platform that can meet the needs of enterprise in this rapidly changing consumer media environment
Top 10 Benefits of Hiring a Digital Marketing Agency.pdfaptomark
Here are the top 10 benefits of Hiring a Digital Marketing Agency :
1. Expertise Across Multiple Channels: Digital marketing agencies bring specialized knowledge in various areas such as SEO, social media, content marketing, and paid advertising. Their expertise ensures a comprehensive approach to your online presence.
2. Cost-Effective: Outsourcing your marketing efforts to an agency can be more cost-effective than maintaining an in-house team. You avoid expenses related to hiring, training, and employee benefits.
3. Access to Latest Technology: Agencies stay up-to-date with the latest tools and technologies. By partnering with them, you gain access to cutting-edge resources without the need for individual subscriptions.
4. Scalability: As your business grows, a digital marketing agency can easily adjust its services to accommodate your changing needs. This flexibility is crucial for adapting to market shifts.
5. Measurable Results: Agencies provide data-driven insights. They track key performance indicators (KPIs) and analyze campaign effectiveness, allowing you to make informed decisions.
6. Industry Experience: Agencies work with diverse clients across industries. Their experience helps them understand market dynamics and tailor strategies accordingly.
7. Resource Management: Outsourcing marketing tasks frees up your internal resources. You can focus on core business operations while experts handle your marketing efforts.
8. Fresh Perspective: Agencies bring an external viewpoint. They can identify opportunities and challenges that your internal team might overlook.
9. Accountability: With clear contracts and performance metrics, agencies are accountable for delivering results. This ensures transparency and commitment.
10. Local and Global Reach: Whether you’re targeting a local audience or expanding globally, digital marketing agencies can tailor campaigns to reach your desired audience effectively.
Remember, hiring a digital marketing agency allows you to leverage their expertise, stay competitive, and achieve your business goals.
What is the Marketing?
What is Digital transformation means?
What is Digital Transformation for Marketing?
Understanding Digital Transformation
What are the Benefits of Digital Transformation?
Why is transformation needed now?
The first step towards transformation
The 5-step approach to digital marketing transformation
The value of digital Transformation for Marketing
The exciting implications for marketing transformation in an ever-evolving digital world
How digital transformation can revolutionize marketing
The role of digital transformation in driving customer experience
5 Big Fundamentals of Digital Marketing Transformation
The digital marketing transformation challenge
7 Roadblocks to Digital Marketing Transformation
Your 2019 Digital Marketing Transformation Strategy
The purpose of this whitepaper is to enable businesses to leverage data and insights to increase efficiency, provide seamless experiences, build a data-driven culture, empower automation, data utilization at scale and use programmatic advertising to laser target relevant audience. Incorporating winning strategies, this research paper will allow you to better organize, analyze and apply data in every operation.
What to Expect From Programmatic in 2015Extreme Reach
"Predictions for programmatic are plentiful. 11 experts forecast which are most likely to come to fruition, and how marketers should prepare."
Our Chief Digital Officer, Avi Brown, weighs in on the future of programmatic advertising and the importance of automating the direct buy.
A forecast of what's shaping the digital era with insight from marketing executives. Interested in learning more? Check out our website at www.Mondo.com.
Become a Digital Marketing Manager
An Essential Skills Checklist
For more information contact Digital Marketing Association Pakistan | https://DMAP.pk
#digitalmarketingmanager #DigitalMarketing #DigitalMarketingAssociationPakistan #DMAP #SocialMediaManager
SEO is the most effective tool to generate leads and increase your brand awareness on search engines. Hiring an SEO specialist is good if you want more individuals to see your website. For SMEs, SEO is a very affordable digital marketing tool that has been shown to boost leads and sales.
Affiliate Marketing AI Trends in 2022 There are some key trends you need to be aware of, whether you're new or seasoned in the affiliate marketing industry. These trends will help to understand how technology and the Internet are impacting the Affiliate Marketing industry over the next few years.
[Earley] Building a Successful Digital Transformation RoadmapDuy, Vo Hoang
Digital transformation will be a top priority for boardroom
executives during 2016. Here are some data points:
• 125,000 enterprises expect revenue from their digital
initiatives to increase by 80% by 2020 (Gartner)
• Digital transformation initiatives will more than double by
2020, from 22% to almost 50% (IDC)
• Only 27% of businesses have a coherent digital strategy for
creating customer value in place (Forrester)
Are you ready for digital transformation? Do you have a digital
transformation roadmap? Does it lay a solid foundation for a
successful transition to your future digital business? In order to
succeed, you need to start with a current assessment, identify
gaps and define the actions and resources required to fill those
gaps along the four paths of people, process, technology and
content.
Digital Marketing & Digital Transformation - Automate and Redefine Your Busin...Smartinfologiks
The use of digital channels and tools for promoting products or services is known as digital marketing. However, digital transformation refers to the strategic process of leveraging technology to transform and improve a business's entire operations and customer value proposition. Digital marketing is a component of digital transformation, which encompasses a more comprehensive set of changes that can affect many aspects of a business, extending beyond just marketing.
Smartinfologiks - The end-to-end digital marketing solution providers in India possesses a detailed association with technology. With a decade-year-old of experience, we serve 360-degree business solutions that help initiate more traffic and conversions to your business. We’re backed up by a team of adroit developers, designers, and marketers who’re skilled and proficient enough in developing, designing, and marketing your business through organic methods.
How to Prove Marketing ROI: Overcoming Digital Marketing ChallengesMediacurrent
Measuring the effectiveness of marketing activities and proving impact on revenue are on the mind of every marketer. There’s no question that there’s value in properly identifying, tracking, and analyzing KPIs to understand the value marketing brings to your organization, but it can be challenging getting the framework in place to do this properly.
Sales, Marketing & Service Optimization: Strategies for Accelerating GrowthCognizant
Revenue growth requires more than IT cost-cutting and increased efficiencies. Across industries, top-line growth requires a focus on customer relevance and on sales, marketing and service effectiveness.
Here’s your digital marketing playbook for the retail industry in 2021Jeremy Mays
One of the biggest mistakes that brick-and-mortar retailers can make is to dismiss online marketing. In an increasingly competitive marketplace filled with change and innovation, small businesses are now having to compete with larger organizations like never before. It’s no longer good enough to rely solely on word-of-mouth for increased business and new customers. Retailers must now provide an omnichannel shopping experience that brings people in and brings people back.
What does this have to do with online marketing? More or less, everything. If you want to achieve retail success, you need to have a strategy that leverages not only social media and email, but one that also gets creative and makes good use of new forms of marketing.
We’ve built a digital marketing strategy playbook for the retail industry to give you the tools and techniques to grow your brand.
Can Digital Marketing Replace Traditional MarketingDigital Vidya
Can Digital Marketing Replace Traditional Marketing? - An Article authored by Digital Vidya's CEO Pradeep Chopra, published in Sep Issue of CFO Connect Magazine. If you are interested in exploiting the opportunity of Digital Marketing for personal and organizational growth, you will find this article useful.
Similar to Conversant seven myths that senior marketers need to stop believing (20)
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Search Engine Marketing - Competitor and Keyword research
Conversant seven myths that senior marketers need to stop believing
1. Insights from a Conversant Executive
Scott Eagle, CMO
7 DIGITAL MYTHS
THAT SENIOR
MARKETERS
NEED TO STOP
BELIEVING
2. INTRODUCTION
MYTH 1:
Advanced digital marketing requires deep internal expertise and a large operational footprint
MYTH 2:
It’s difficult to prove digital marketing drives significant brick & mortar retail sales
MYTH 3:
“Vendor dating” is a better strategy than “vendor marriage”
MYTH 4:
Digital is great at closing sales already in progress, but not at creating demand
MYTH 5:
Vendor pitches are all so similar it’s nearly impossible to discern the differences
MYTH 6:
Personalization is a powerful idea, but true one-to-one marketing isn’t possible
MYTH 7:
Digital measurement is always imprecise
CONCLUSION
3
4
5
6
7
9
10
13
15
Table of Contents
2
3. Today, digital marketing tactics and
strategies are changing at an accelerated
pace - unlike anything the world has ever
known. Digital capabilities and the “rules of
engagement” are constantly evolving and
expanding. And what was true yesterday -
may no longer be true today.
For senior marketers with competing projects and priorities, it can be
challenging to keep up with what is achievable or advisable in today’s
digital marketing environment. Many digital capabilities that were once
thought impossible, are not only possible, but they’ve become routine.
As part of Conversant’s mission to deliver insights to the industry, we
work constantly to improve understanding of digital and its capabilities.
Over the past several months, we’ve engaged in thousands of
conversations with senior level marketers and have discovered some
common myths that warrant further scrutiny and discussion.
Let’s debunk these myths – one by one.
INTRODUCTION
3
4. Digital marketing is far more complex to plan and
execute than more traditional tactics like network TV
ads. It takes a great deal of expertise in the areas of
technology, business intelligence, digital channels,
social media and creative optimization to derive the
most value from digital. The amount of input (e.g.
marketing data, potential venues, creative formats) is
enormous, and to utilize it to its fullest potential takes
strategy, seamless execution and a continual focus on
analysis and optimization. It can be daunting!
To tackle these challenges, some brands have built
large teams and infrastructure to create and deliver their
digital programs, while others have found it easier and
more cost effective to outsource with proven providers.
While you will certainly benefit from an internal
team with a solid understanding of digital, you
do not need to do it all yourself. In fact, there is
growing evidence to suggest this approach is
inadvisable since digital mastery is increasingly
dependent on highly specialized knowledge and
expertise. It can be extremely challenging to find
and attract the “best and brightest” in all essential
areas for your company.
In addition to reducing your staffing needs, bringing in
strong partners with genuine expertise also ensures that
your organization can focus on its core competencies
while leaving tasks like data management, analytics and
program execution to outside experts.
Some brands choose to entrust these types of tasks
to agencies, who work to build competencies in all
of these critical areas. Others find it advantageous to
identify a provider that has the staff and expertise to
assume these labor-intensive tasks and can perform
them with excellence. The key is finding the right
partner that can deliver solutions across a broad
range of channels and devices.
Making it easier for clients to derive maximum value
from data is just one of the reasons why Conversant
united all of its former businesses – Commission
Junction, Dotomi, Greystripe, Mediaplex and
ValueClick Media – into a single company with
one powerful marketing platform. We’ve helped
thousands of companies get better results through
the use of unified data sets, collaborating experts
and advanced data analytics.
Commission Junction
Dotomi
Greystripe
Mediaplex
ValueClick Media
The # 1 global leader in
affiliate marketing for
publishers and advertisers.
The industry-leader in
personalized one-to-one
digital marketing at scale.
Industry-leader in brand-
focused mobile (smartphones
and tablets) advertising.
World-class, cross-channel
advertising technology platform.
Industry-leader in delivering true
cross-device targeting solutions
across display, video and mobile.
ADVANCED DIGITAL MARKETING REQUIRES DEEP INTERNAL
EXPERTISE AND A LARGE OPERATIONAL FOOTPRINTMYTH 1
Making it easier for clients to
derive maximum value from
data is just one of the reasons
why Conversant united all of its
former businesses – Commission
Junction, Dotomi, Greystripe,
Mediaplex and ValueClick Media
– into a single company with one
powerful marketing platform.
4
5. Years ago, there was no accurate way to measure the impact of digital
marketing efforts on brick and mortar sales. Solutions providers simply
could not provide a comprehensive view into the relationship between
digital marketing activity and the rest of a brand’s retail channels. In
fact, many companies siloed their efforts and created distinct online
and offline marketing groups to execute and measure programs –
ultimately creating massive redundancy and inefficiency.
While some companies attempted to build their own platforms to
fully understand the impact of digital marketing on all channels,
many shelved the concept because of the potential costs and
complexity. Even when an organization could unite its
data, it was still very difficult to associate purchases
and digital marketing activities to the same
anonymized individual profile.
But times have changed. Now it’s
possible to demonstrate the effects
of digital marketing on offline
sales. In fact, Conversant does
it every day for more than
170 companies. We invested
years developing a platform
that can ingest data from virtually any system - POS systems, email
platforms, rewards clubs, etc. We take that data and combine it with
online and offline transactions and other marketing data, and associate
it with an anonymized individual profile. Using this robust information
as the foundation, we can individually message people and measure
the impact across all retail channels.
By associating the online, in-store, catalog, call center and other sales
to the marketing programs that reached a particular individual, we can
understand the true impact of digital marketing on the total enterprise.
We built this versatile data ingestion, management and
analytics platform because understanding the
effects of offline sales is absolutely critical
to complete measurement. In most
categories, 80% or more of sales
come through channels other
than online, so without
a complete picture of
those sales, marketers
simply cannot accurately
understand the ROI from a
digital program.
IT’S DIFFICULT TO PROVE DIGITAL MARKETING
DRIVES SIGNIFICANT BRICK & MORTAR RETAIL SALESMYTH 2
Video View
Site Visits
Product Search
Display Click Through
Network Web Match
First-Party Cookie Present
Third-Party Cookie Present
Mobile App Usage
Location
Ecosystem IDs
Direct and Indirect Matching
Household ID Matching
Conversion Matching
Mobile Device ID
Site Login
DevicePurchase Data
5
6. With literally thousands of digital marketing solutions providers to choose from, many companies opt to work with
a broad and constantly changing array of vendors. The logic seems to be that making a minimal commitment to a
vendor tends to keep a marketer’s future options open. However, there are three key flaws to this approach:
While testing and experimentation should play a role in your overall digital program, you’d be wise to
conduct more due diligence with vendors up front to create more substantive partnerships with the best ones.
“TOWER OF BABEL” SYNDROME
Trying to integrate many different offerings
and disparate platforms to maximize
marketing effectiveness can be challenging.
Each new vendor or change of vendor
requires additional investment in integration
to derive the benefits of a comprehensive
marketing platform. Often, companies
overlook the hidden costs of integration as
they evaluate alternatives, and yet integration
is arguably the most important – and most
complex – part of building an effective
infrastructure and solutions set.
OPTIMIZATION
The process of long-term optimization for
your digital programs is what really drives an
increase in performance. This is true whether
your programs are optimized manually,
automatically or through a combination
of approaches. When you limit programs
to “one-offs” with different vendors, you
ultimately depress your results because you
cannot capture all of the gains available
through optimization.
DATA USAGE
Driving significant digital results is not only
a function of using and deeply integrating
more data, but using it in better ways. Only
by partnering with a strategic solutions
provider – thoroughly and over time - can
you effectively utilize all of your data to drive
true marketing effectiveness.
“VENDOR DATING” IS A BETTER
STRATEGY THAN “VENDOR MARRIAGE”MYTH 3
6
7. In the early years of the Internet,
digital marketing quickly developed
a reputation as a powerful direct-
response or “DR” medium. There are a
number of reasons why:
• Unprecedented opportunities for
measurement and accountability
• Efficiency of digital marketing
at closing sales
• Digital’s massive and growing role
as a tool for consumers to explore
alternatives
• Creative limitations in the early
days of the Internet limited use
of digital for branding
These days, brands are devoting
additional resources to digital for
their brand marketing efforts. With
the ability to analyze and market to
individual consumers, digital has
become the ideal venue in which
to identify and reach the highest
potential audience. So, instead of
delivering a broad-based message
to everyone, messages can be
pinpointed specifically to someone’s
exact stage in the buying process.
What’s critical is the ability to identify
“look-alikes” with a precise level of
accuracy. Engaging with a solutions
provider that delivers individualized
customer understanding is ideal for
prospect marketing because they can
better identify precise “look-alikes”
with a high propensity to respond.
Conversant’s Enterprise Solutions Group
facilitates the ability to individually
identify prospects and then uses proven
direct response strategies and tactics to
deliver the best possible results.
Another key reason brand dollars are
shifting toward online marketing is the
increase in the amount of time people
spend among digital channels.
According to eMarketer, the average
person spends more time with digital
media than with TV. See the chart in
the right hand column.
DIGITAL IS GREAT AT CLOSING SALES
ALREADY IN PROGRESS, BUT NOT
AT CREATING DEMAND
MYTH 4 People now spend more
time accessing digital media
than they do watching TV.
Average Time Spent per Day with Major
Media by US Adults, 2010-2013
Hrs:mins
Note: ages 18+; time spent with each medium includes all time spent with that
medium, regardless of multitasking; for example, 1 hour of multitasking online
while watching TV is counted as 1 hour for TV and 1 hour for online; *includes all
internet activities on desktop and laptop for computers; **offline reading only
Source: eMarketer, Dec 2013
Digital
• Online*
• Mobile (nonvoice)
• Other
TV
Radio
Print**
• Newspapers
• Magazines
Other
Total
3:11
2:22
0:24
0:26
4:24
1:36
0:50
0:30
0:20
0:45
10:46
3:49
2:33
0:48
0:28
4:34
1:34
0:44
0:26
0:18
0:37
11:18
4:33
2:27
1:35
0:31
4:38
1:32
0:38
0:22
0:16
0:28
11:49
5:16
2:19
2:21
0:36
4:31
1:26
0:32
0:18
0:14
0:20
12:05
2010 2011 2012 2013
7
8. In today’s competitive landscape,
marketers receive a barrage of messages
from hundreds of well-funded start-ups
and established companies. In addition,
the constant use of digital buzzwords
can be overwhelming and make the
process of finding the right vendor very
daunting. It’s as if the industry lives by
the old adage, “If you can’t dazzle ‘em,
then baffle ‘em.”
While many alternatives may look and
sound the same, there are enormous
differences between digital vendors.
Asking the right questions can make
finding the best partner much easier.
Try the six questions listed to the right to
enrich your vendor due diligence process.
1. HOW LONG HAS THE
COMPANY BEEN AROUND?
There are hundreds of options for
where you can spend your marketing
dollars, but be aware that many digital
solutions providers don’t last long.
Companies tend to come and go based
upon their ability to secure clients
and the overall effectiveness of their
solutions. In this industry, longevity is a
key indicator of great results.
4. HAS YOUR TECH TEAM
REVIEWED ALTERNATIVE
SOLUTIONS AND PROVIDERS?
With the increasingly data-centric and
technology-driven nature of solutions
providers, it can be difficult for a
strategic generalist to evaluate the most
viable vendor options. Partner with your
tech team to gather a more substantive
review of their capabilities.
2. DO THEY OFFER
PROPRIETARY DATA?
Many digital companies utilize
proprietary technology, but they apply
it to the same sets of widely available
and flawed third-party data. Better data
– that is comprehensive, accurate, and
exclusive – is the key to better results.
Discover whether your potential partner
offers proprietary data sets and ask
them to identify the source of them
before you sign on the dotted line.
5. ARE THE SOLUTIONS
EFFECTIVE ACROSS THEIR
CLIENT BASE?
The true test of an effective solution
is the overall performance across
clients. Consider the number of
clients a provider serves relative to
its competitors. In digital, larger
companies usually have more data,
expertise and better technology. So,
look for a marquee list of clients with
references and case studies.
3. ARE THEY CAPABLE OF
STRATEGIC PROBLEM SOLVING?
Some vendors are far more interested in
selling you their services than inquiring
about what you really need. Is their pitch
more of a monologue versus a structured
discussion? Make sure they make an effort
to understand what’s unique about your
business challenges and opportunities
before they try to sell you their services.
6. ARE THEY INNOVATIVE?
Any long-term digital solution for your
business should constantly evolve and
expand to reflect new channels, devices
and industry platforms. Ask potential
partners about their innovation plans so
there is a sense of the potential long-
term impact on your business.
Use these six questions to navigate your way through some of the smoke and mirrors.
VENDOR PITCHES ARE
ALL SO SIMILAR IT’S
NEARLY IMPOSSIBLE
TO DISCERN THE
DIFFERENCES
MYTH 5
8
9. THE YEAR OF
PERSONALIZATION
Both agency and brand marketers agree that personalization
is a key strategic imperative for 2014.
The key driver behind the personalization movement
appears to be the consumer’s need for individualized brand
experiences. Today, they demand communications that are
relevant to their individual needs.
Brands can respond to this consumer demand with
individually tailored messaging and media.
This trend is indicative of the industry-wide and decades-
long progression away from mass marketing to a more
focused approach featuring messaging that speaks to the
needs of the individual.
77%
of marketers agree that
individualized messages
and offers will be more
effective than mass
messages/offers
73%
of marketers agree that
personalized one-to-one
marketing is the future
77+23 73+27
Personalized marketing continues to gain traction as a key
marketing strategy in the industry. For decades, marketers
have wanted to find a way to speak to their consumers as
individuals – to put their brands and benefits in the context of
an individual’s needs.
Conversant conducted
a recent survey of
digital leaders and
discovered that 77% of
senior marketers agree
that individualized
messages and
offers will be more
effective than mass messages/offers, while 73% agree
that personalization represents the future of marketing.
Yet, when asked whether they felt their organization was in a
position to deliver one-to-one marketing today, many said no.
PERSONALIZATION IS A
POWERFUL IDEA, BUT TRUE
ONE-TO-ONE MARKETING
ISN’T POSSIBLE
MYTH 6
For decades, marketers
have wanted to find
a way to speak to
their consumers as
individuals.
9
10. Personalization is no longer a dream – it’s a reality. Every
day Conversant delivers hyperpersonalized one-to-one
communications to millions of individuals for some of the
world’s leading brands. This one-to-one messaging is not a
small number of executions with just one or two elements
changed to reflect individual characteristics. Rather, we
individually calibrate virtually every aspect of an ad to drive
greater relevance
to the individual
recipient. One
person at a time,
but at massive scale.
During a given month, we create hundreds of thousands
– even millions – of distinct creative executions for each
client. Variations include, but are not limited to, color
combinations, formats, messages, imagery and offers
that will deliver the most relevant message and drive the
desired response. These ads may feature individual SKUs of
interest to the individual, but we don’t barrage them with
retargeting ads featuring hundreds of the same ads/SKUs.
Rather, our solution takes an intelligent approach, learning
and adjusting based upon the consumer’s actions.
BENEFITS OF A PERSONALIZED
MEDIA PROGRAM
MYTH 6, CONTINUED
IMPROVED RESPONSE RATE 70% 700=
56% 560=
INCREASED SALES 67% 670=
55% 550=
STRONGER BRAND 63% 630=
PERCEPTIONS
56% 560=
INCREASED PRODUCT TRIAL/ 45% 450=
TRIAL RATES
46% 460=
INCREASED REPEAT 36% 360=
PURCHASES/REPEAT RATE
60% 600=
INCREASED AVERAGE 28% 280=
REVENUE PER USER (ARPU)
48% 480=
AGENCY
MARKETER
In the same study, senior marketers and agencies
reported they expect the following list of benefits from a
personalized media campaign:
Personalization is no longer
a dream — it’s a reality.
10
11. FALL FASHION
LAUNCH
FALL FASHION
EVENT
FEATURED
PRODUCTS
FALL
PROMOTION
“NEXT BEST”
OPPORTUNITY
Female/Age: 39
• Income: $130K
• Oakbrook, IL
• Married, Presence of
Children
• Multichannel Shopper
• Value Shopper
• Outdoor Fitness/Yoga
• Buying for Man
• Purchased In-store Last
Month: Jeans, Tops
• Recently Purchased Online:
Sweater, Blouse
Female/Age: 28
• Income: $85K
• Oakbrook, IL
• Single
• Redeem Shopper Points
within last 3 months
• Urban Style
• Fashionista
• Multichannel Shopper
• Recently Purchased Online:
Gown, Couture Pants
The examples below illustrate how precisely calibrated an
individual’s communications stream might be based on their
interests, predicted needs or recent online or offline transactions.
The profiles for each
individual drive the initial
communications and as they
take (or don’t take) action,
their communications streams
are updated to reflect that
behavior.
In-market experience clearly demonstrates that personalized
messages work better. On average, our clients see double-digit
percentage lifts for consumers messaged with personalized
media. In addition, consumers exposed to personalized media
are, on average, 30% more likely to re-engage with a brand.
While fundamentally focused on driving transactions, these
communication streams respect and build brand value in
addition to driving immediate sales.
One-to-one marketing is far
superior to retargeting which
simply puts the last item
viewed into a banner ad.
PERSONALIZED ONLINE ADVERTISING CREATIVE JOURNEY BASED ON REAL-TIME RICH PROFILES
MYTH 6, CONTINUED
11
12. It is true that a great deal of digital measurement
is imprecise. But many companies have
made great strides in measurement accuracy.
Brands no longer need to accept broad
approximations – instead they can focus on
major improvements in accuracy that will lead
to better strategic and tactical decisions.
Years ago, it was difficult or impossible to
measure certain things, so the industry was
forced to accept approximations or surrogate
metrics. Think back to when companies
focused on click through rates as a metric for
program effectiveness, regardless of their
business objectives.
While most of that is in the past, many digital
marketing measurements are still too vague.
Recently, there has been a great deal of
attention paid to marketing attribution, or
the assignment of credit for a conversion to
a particular marketing tactic or tactics. But
truthfully, attribution approaches can vary
widely in sophistication and accuracy.
One of the most common measurement
methodologies is “last click” attribution, in
which credit for a conversion is assigned to the
last marketing action that a consumer took.
Last click attribution can make sense for some
marketing tactics like affiliate, but for complex
omni-channel marketing programs it has
limitations because it discounts the value of
any marketing activity before the last click.
“Last click” attribution can lead companies
to overspend on bottom-of-the-funnel
marketing tactics. Research shows that for
such companies, spending more money on
higher-in-the-funnel tactics to create demand
will result in greater total sales.
Measurement and attribution are certainly
hot industry topics – and marketers are
rapidly becoming more knowledgeable
and sophisticated in their understanding of
it. In fact, our research indicated a third of
marketers are contemplating changes to their
measurement approach in 2014.
More precise measurement is possible,
but it requires a fundamental shift in focus
– from allocating credit for conversions
to scientifically determining what actually
caused a conversion. It also requires a
measurement approach that reflects all sales
channels, not just online.
First, let’s address causality. In most digital
measurement approaches, all sales that
take place during a digital marketing
period are credited to those marketing
tactics, even though some sales would
have occurred anyway. The sale might have
occurred naturally, or as the result of in-store
promotions, television ads, etc. – but the sale
gets attributed to digital.
First, let’s address causality. In most digital
measurement approaches, all sales that take
place during a digital marketing period are
credited to those marketing tactics, even though
some sales would have occurred anyway. The
sale might have occurred naturally, or as the
result of in-store promotions, television ads, etc.
– but the sale gets attributed to digital.
Percentage of leading
marketers who say that they
plan to change measurement
approach in the next year.
Percent of Respondents
43%
26%
32%
DIGITAL MEASUREMENT IS ALWAYS IMPRECISE
MYTH 7
YES
NO
DON’T KNOW
12
13. Second, if a brand measures only online sales
effects, they likely understate their total sales
impact – considerably. In most categories
80% or more of total sales take place in offline
channels. So if you’re not capturing the holistic
sales picture, your strategic and budget
allocation decisions may be compromised.
Conversant pioneered an independently
validated test and control methodology
that compares total sales for a period for
two scientifically matched audience samples
- people who were exposed versus who were
not exposed to messages. The following
illustration highlights how the model identifies
incremental sales versus those that would have
occurred without the marketing.
This method determines what sales would
have occurred naturally without our digital
programs and which sales were actually
“caused” by our programs.
RIGOROUS MEASUREMENT - TEST VS. CONTROL
3.6%
UNIQUE
CONVERSIONS
CRM DRIVES
INCREMENTAL LIFT
CONTROL GROUP
Received a
non-personalized ad
TEST GROUP
Received a
personalized ad
CONTROL AD
17% LIFT
4.2%
UNIQUE
CONVERSIONS
PRINT
STORE CALL CENTERONLINE
RETAIL
EMAIL
AFFILIATE/SEARCH
PERSONALIZED AD
PRINT
RETAIL
EMAIL
AFFILIATE/SEARCH
A study of 25 leading retailers
across several categories found
that 67 to 90 percent of sales that
correlated to digital marketing
exposure were NOT actually
caused by that exposure.
MYTH 7, CONTINUED
13
14. CONCLUSION
There’s an old adage that states “myths die hard,” which is often the case. But eliminating some of these tall tales from your thinking
will take you a long way toward improving digital marketing effectiveness for your business.
Digital marketing is evolving at such a rapid pace that things we thought were patently impossible yesterday may in fact be
commonplace today. For example, our hyperpersonalized marketing solutions already drive extraordinary results across more the
170 leading companies. It’s worth noting that marketers who stay abreast of such digital marketing advances will surely be the
industry leaders who are in charge of the companies that excel in this space.
I welcome your thoughts and comments on this paper. Please write to me at: ScottEagle@conversantmedia.com
ABOUT THE AUTHOR
Scott Eagle leads Conversant’s global marketing function, including strategy and the integration of marketing programs across
our solutions groups. An accomplished senior executive with a strong background in client-side digital marketing and consumer
brand management, Mr. Eagle has over 25 years of experience as a marketing leader managing major Fortune 500 brands and
building successful new companies. Mr. Eagle has served as CMO for Empowered Careers, eHarmony and Claria Corporation, and
he has held management positions at Concentric Network Corporation, MFS Communications and P&G. Mr. Eagle holds a B.S. in
economics from The Wharton School, University of Pennsylvania, and serves on the board of Akademos, Inc.
ABOUT CONVERSANT
Conversant, Inc. (NASDAQ: CNVR) is the leader in personalized digital marketing. Conversant helps the world’s biggest companies
grow by creating personalized experiences that deliver higher returns for brands and greater satisfaction for people. We offer a fully
integrated personalization platform, personalized media programs and the world’s largest affiliate marketing network – all fueled by a
deep understanding of what motivates people to engage, connect and buy.
For more information, please visit www.conversantmedia.com.
Copyright 2014, Conversant, Inc. All rights reserved. Conversant is a trademark of Conversant, Inc.
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