The document summarizes an outdoor advertising campaign for Citibank financial advisors. The campaign targeted young professionals in Houston, TX and Bloomington, MN. The ad would appear as a mall directory to appeal to people's confusion about finances. It would be placed in two large malls in each city - the Houston Galleria and Premium Outlets, and the Mall of America and Bloomington Galleria. Pricing was estimated based on a similar ad size at Dallas Airport, ranging from $3,350 to $6,300 for 4 weeks depending on the mall. The total estimated campaign cost is provided in a spreadsheet. Impressions are not included as accurate data was not available from the tool.
This is an advertising concept created for an Advertising Campaigns course. The specific product that is chosen, Citibank Financial Advisors, is the product being advertised. This is a full report that includes the ad concept and an analysis for why it was chosen and how it works for a outdoor ad.
This is an advertising concept created for an Advertising Campaigns course. The specific product that is chosen, Citibank Financial Advisors, is the product being advertised. This is a full report that includes the ad concept and an analysis for why it was chosen and how it works for a outdoor ad.
This is an advertising concept created for an Advertising Campaigns course. The specific product that is chosen, Citibank Financial Advisors, is the product being advertised. This is a full report that includes the ad concept and an analysis for why it was chosen and how it works for a outdoor ad.
This is an advertising concept created for an Advertising Campaigns course. The specific product that is chosen, Citibank Financial Advisors, is the product being advertised. This is a full report that includes the ad concept and an analysis for why it was chosen and how it works for a outdoor ad.
By Bill Napier - Napier Marketing Group, Inc.
I BELIEVE THE ELECTION IS CAUSING CHAOS IN THE ADVERTISING AND MARKETING INDUSTRIES, WHY YOU ASK?
I’LL WRITE AND YOU DECIDE.
This is NOT a political statement or endorsement or anything like that, it’s a plain observation with the facts.
This paper breaks down the ad that I created for an insect repellent from the brand Sawyer. This was for my advertising campaigns class and this paper details all the decisions that went into the creativity, strategy, and budgeting of my ad.
For my advertising campaigns class, we created a newspaper ad for an electric lawn mower for the brand Ego. This paper goes into all the decisions I made for my ad, including creative choices, strategy, and pricing.
Here is more information regarding my internship in summer of 2022. I worked for multiple clients for paid media/SEO projects for an advertising agency in Des Moines, IA.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
By Bill Napier - Napier Marketing Group, Inc.
I BELIEVE THE ELECTION IS CAUSING CHAOS IN THE ADVERTISING AND MARKETING INDUSTRIES, WHY YOU ASK?
I’LL WRITE AND YOU DECIDE.
This is NOT a political statement or endorsement or anything like that, it’s a plain observation with the facts.
This paper breaks down the ad that I created for an insect repellent from the brand Sawyer. This was for my advertising campaigns class and this paper details all the decisions that went into the creativity, strategy, and budgeting of my ad.
For my advertising campaigns class, we created a newspaper ad for an electric lawn mower for the brand Ego. This paper goes into all the decisions I made for my ad, including creative choices, strategy, and pricing.
Here is more information regarding my internship in summer of 2022. I worked for multiple clients for paid media/SEO projects for an advertising agency in Des Moines, IA.
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
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.
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.
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
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.
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.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
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.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
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
Core Web Vitals SEO Workshop - improve your performance [pdf]
Final Outdoor Ad Report for Citibank
1. Lee Ann Wesley
Advertising Campaigns
3/23/22
Final Outdoor Ad Report
Campaign Basics: For this outdoor ad, our client is Citibank, specifically their financial
advisors. Citibank provides advisors that are experts in financial planning in many areas, like
investments and retirement, or whatever the client needs help with. They also provide a personal
experience for their clients and they do not take a one size fits all approach. Our message
objective for this ad was “Citibank financial advisors can help you plan your future.” We were
targeting young professionals using this ad and we were supposed to show them why they should
be investing in their future now and how Citibank can help them do that. Since we were targeting
this group of people, it came with some challenges. Being young and just getting started in the
world makes it seem like you don’t really have to worry about your future. Lots of Gen Z and
Millenials think that there is no rush and they have plenty of time later to invest in their future. It
was key for this ad to show how Citibank can help them now and alleviate confusion about the
finance world. I chose to use borrowed interest in my kiosk/mall directory outdoor ad. I wanted
to appeal to the confusion many people have surrounding finances, so I chose to make my ad into
a mall map. I thought this would be a good connection because people go to the mall map when
they are lost and need guidance, and that’s what Citibank’s advisors provide as well. Also, since
it looks like a mall map, tons of people would probably look at it first thinking it’s a map for that
actual mall. I think using borrowed interest in this way makes the message fit right in and not in
your face.
2. Media Decisions: For this mall ad, I wanted to make sure I was choosing locations with tons of
visitors to gain as many viewers as I could. My DMAs were Houston, TX and Bloomington,
MN. I chose these two locations because there are two very large malls in both places. In
Houston, there is the Houston Galleria, which is the fourth busiest mall in the country. I also
chose an outdoor premium mall in Houston as well, Houston Premium Outlets. Like stated
before, my ad would be along with the mall directory, preferably directly on the other side. For
pricing purposes, I would just have one mall directory chosen for now. Using both of these malls
would garner tons of impressions and lots of people would be consulting the map since there are
so many stores there. This reasoning is also why I chose Bloomington, MN as one of my DMAs.
The busiest mall in the country, The Mall of America, is located there, as well as the
Bloomington Galleria. The Mall of America obviously has very heavy foot traffic and is huge,
which means a lot of people are seeing my ad because they would most likely need to consult a
directory at some point. The Bloomington Galleria is another large and busy mall here, similar to
the Houston Galleria. People of all ages shop at these malls, including millennials/young
professionals. Even though some of the stores could be out of their budget, everyone still likes
strolling around the mall with friends and shopping at their favorite stores. Below are four
pictures showing what the malls look like inside. The first is the Mall of America and the second
3. is the Bloomington Galleria. The third is the Houston Galleria and the fourth are the Houston
Premium Outlets.
4. Cost Scenarios: My
spreadsheet includes the cost to run my ad three times. It was a bit complicated to get the prices
for my ad, though. Since there were no examples of mall kiosks on the Lamar map, I used the
prices of an ad at an airport. I was originally going to get the airport price from the airport closest
to my DMA, but there were no prices at the Minneapolis Airport. Because of this, I still used the
closest airport to Houston that had prices provided, which was the Dallas Airport, but I ended up
using those prices for my Bloomington ads as well. I chose to go with the price for a 6x6 tension
fabric display, because it is the most similar size I could find in the Dallas Airport. The price for
a 4-week placement ranged between $3,350 and $6,300. For the outlets in Houston, I chose to go
with the minimum 4-week rate for this size ad, which was $3,350. I wanted to go with this lower
price since it is the smallest mall of the four. For the Houston and Bloomington Gallerias, I
decided to do the average between the minimum and maximum prices for this size ad. This
ended up being $4,725 for the 4 weeks. Lastly, for the Mall of America, I chose to go with the
high end of the range, which in this case is $6,300 for the 4-week period. I am assuming that the
5. Mall of America would be the most expensive to place an ad in, so that is why I went with that
price. The spreadsheet below shows these prices as well as the total campaign cost. As for
impressions, there was no available option for me to get accurate impressions of my ad, which is
why that data is not provided. The Lamar tool did not display commuter audiences for the Dallas
airport ads, and using the foot traffic of the malls for impressions wouldn’t be very accurate.