The document provides best practices and recommendations for marketers and digital agencies to maximize return on investment from digital marketing spending. It discusses establishing clear expectations through detailed briefs, collaborative workshops, and measurable metrics. It also emphasizes the importance of testing creative executions, analyzing post-click actions over click-through rates, and considering placement quality and ad size. The document recommends digital agencies invest in publisher relationships, simplify terminology for clients, and provide ongoing education and strategy rationale beyond tactics.
This document summarizes the growing trend of companies taking their digital advertising in-house rather than outsourcing it to third-party agencies. It discusses how automation software allows small in-house teams to achieve the same scale and performance as larger third-party teams. Taking advertising in-house provides benefits like cost savings by eliminating middlemen, control over campaign performance and data, expertise in their own industry and customers, and the ability to react quickly to changes. The document concludes that as customer acquisition and data ownership become more important, developing in-house advertising expertise will also grow in importance.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
This document discusses the challenges of marketing departments becoming fragmented as marketing functions specialize and new digital channels emerge. This can lead to inconsistent goals, siloed teams focusing only on their own KPIs, and a lack of integrated strategies. It recommends centralizing marketing functions and having a single, clear organizational goal and inbound marketing strategy to guide all teams. It also stresses the importance of a unified marketing automation platform to integrate disparate customer data sources and enable personalized, triggered communications. Centralizing content production and implementing a content marketing framework can help address challenges around dispersed content creation and inconsistent quality.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Performance marketing uses clearly defined business objectives and metrics to optimize advertising campaigns. This includes cost-per-action models like affiliate marketing and programmatic ads. Affiliate marketing accounts for 7.5% of digital retail spend and is growing due to better data and the rise of social media affiliate links. Nearly half of all digital retail ad spending goes towards pay-for-performance formats like search, classifieds, app installs, and email. Performance marketing has grown for retailers as they face pressure to increase efficiency from Amazon and falling foot traffic.
What are the most significant challenges you face in relation to B2B digital marketing?
There were four particular areas into which the vocally expressed challenges fell overall - money, time, ideas that work and organisational structures.
As has been mentioned earlier – a consistent theme among B2B marketers is the challenge to increase and manage resources behind delivery, but a second significant area coalesced around the need to create cut-through, produce quality content or engage with the audience more effectively.
Marketers, it would seem place high importance not just on reaching people but on engaging them effectively when they do. The third area of consistency was around organisational structures – whether the challenge of scaling projects globally or breaking through the internal silo mentality.
Technology is tempting some big names to do media buying themselves and cut out agencies, but as John Dunne argues, it’s not a binary decision. For more on this visit www.ignitedigital.ie or follow us on @IgniteDigitalIE
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
Speakers
Robin Neifield, CEO, NetPlus Marketing
This document summarizes the growing trend of companies taking their digital advertising in-house rather than outsourcing it to third-party agencies. It discusses how automation software allows small in-house teams to achieve the same scale and performance as larger third-party teams. Taking advertising in-house provides benefits like cost savings by eliminating middlemen, control over campaign performance and data, expertise in their own industry and customers, and the ability to react quickly to changes. The document concludes that as customer acquisition and data ownership become more important, developing in-house advertising expertise will also grow in importance.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
This document discusses the challenges of marketing departments becoming fragmented as marketing functions specialize and new digital channels emerge. This can lead to inconsistent goals, siloed teams focusing only on their own KPIs, and a lack of integrated strategies. It recommends centralizing marketing functions and having a single, clear organizational goal and inbound marketing strategy to guide all teams. It also stresses the importance of a unified marketing automation platform to integrate disparate customer data sources and enable personalized, triggered communications. Centralizing content production and implementing a content marketing framework can help address challenges around dispersed content creation and inconsistent quality.
A quick guide on what Marketing Automation is, steps to success in launching your campaigns, how to optimise activity and enables sales to help drive revenue.
Performance marketing uses clearly defined business objectives and metrics to optimize advertising campaigns. This includes cost-per-action models like affiliate marketing and programmatic ads. Affiliate marketing accounts for 7.5% of digital retail spend and is growing due to better data and the rise of social media affiliate links. Nearly half of all digital retail ad spending goes towards pay-for-performance formats like search, classifieds, app installs, and email. Performance marketing has grown for retailers as they face pressure to increase efficiency from Amazon and falling foot traffic.
What are the most significant challenges you face in relation to B2B digital marketing?
There were four particular areas into which the vocally expressed challenges fell overall - money, time, ideas that work and organisational structures.
As has been mentioned earlier – a consistent theme among B2B marketers is the challenge to increase and manage resources behind delivery, but a second significant area coalesced around the need to create cut-through, produce quality content or engage with the audience more effectively.
Marketers, it would seem place high importance not just on reaching people but on engaging them effectively when they do. The third area of consistency was around organisational structures – whether the challenge of scaling projects globally or breaking through the internal silo mentality.
Technology is tempting some big names to do media buying themselves and cut out agencies, but as John Dunne argues, it’s not a binary decision. For more on this visit www.ignitedigital.ie or follow us on @IgniteDigitalIE
The Ten Step Guide to Creating Your Multi-Channel Marketing Strategy Netplus
With so many choices, channels and constraints how do you prioritize your budgets and resources to maximize the impact of your interactive marketing?
This webinar will cover how to:
• Get buy in from key stakeholders
• Construct concurrent or consecutive programs so they support and enhance each other
• Prioritize efforts across channels based on what really matters
• Separate test budgets from working budgets
• Develop and execute actionable dashboards
• Deciding which channels make sense for the audience and content
Speakers
Robin Neifield, CEO, NetPlus Marketing
This document discusses how to build an effective multi-channel social media strategy. It emphasizes setting SMART objectives that are specific, measurable, assignable, relevant and timed. The strategy should include assessing goals and capacity, selecting appropriate channels, and generating authentic content that tells an organization's story and impact. Regularly reviewing performance and being nimble are also important for success.
The document provides best practices for improving digital customer experiences. It recommends analyzing web, mobile, and operational data to find opportunities for improvement. It also suggests conducting expert reviews of digital touchpoints to identify usability issues. Additionally, the document stresses the importance of incorporating customer feedback to understand customers' needs and preferences when making design decisions. The goal is to deliver digital experiences that are useful, easy to use, and enjoyable for customers.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Predictive analytics reaps the value from CRM databases aided by customer segmentation, competitive intelligence, and learning from marketing campaigns.
LinkedIn Conversation Ads Best Practices GuideBart Spiessens
This document provides best practices for creating effective Conversation Ads on LinkedIn. It recommends preparing necessary assets like banner images and call-to-action buttons. For ad creation, it suggests targeting the right audience, choosing an appropriate daily or total budget, selecting a relevant sender, and crafting short, conversational messages. The document also reviews helpful reporting on click-through rates and demographics for optimization.
The next 5 years will hold more change for the advertising industry than the previous 50 did.
The information for this post is from an IBM global surveys of more than 2,400 consumers and 80 advertising experts … the report is titled, The end of advertising as we know it.”
Imagine an advertising world where ... spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.
Based on IBM global surveys there are four change drivers shifting control within the ad industry:
Attention — Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.
Creativity — Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content.
Measurement — Advertisers are demanding more individual-specific and involvement- based measurements, putting pressure on the traditional mass-market model.
Advertising inventories — Will be bought and sold through efficient exchanges, bypassing traditional intermediaries.
There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.
Keep in mind … this change will also will also impact ad agency new business practices.
1) The document discusses the importance of delivering a unified customer experience across all channels and touchpoints to remain competitive.
2) It recommends that organizations align their executive leadership, organizational structure, channels, and technology investments to provide consistent experiences for customers online, via mobile, and in-person.
3) A unified experience requires aligning marketing and other customer-facing departments, connecting digital and physical customer journeys, and growing an organization's digital marketing capabilities in line with customer experience goals.
This document outlines a presentation on email marketing strategies for small businesses and nonprofits. It includes sections on the economics of email marketing, getting started with an email list, choosing the right message content and calls-to-action, and measuring email marketing success. The presentation provides tips on building an email list, creating engaging content, designing effective calls-to-action, and tracking key metrics like open and click-through rates.
Marketing leaders expect email marketing budgets and priorities to shift in 2021:
- 68% of leaders expect their marketing budgets to increase compared to 2020.
- The top two priorities are acquiring new customers and engaging current customers.
- Personalized content and customer experience across channels will become more important as customers expect consistency.
- Artificial intelligence and customer data platforms will be increasingly used to improve segmentation, delivery, and retention.
Our customer success agent Nadia put together this handy Interactive Challenge Guide for you, our AdvocateHub VIPs! Get tips and ideas on how to run your advocacy marketing campaigns to mobilize your brand advocates.
This document describes a solution called Reclei that aims to help businesses increase customer retention and engagement through a raffle app. The app creates GIF clips from customer selfies that are displayed and entered into raffles at venues. This increases social media activity and extends customer visit times. It also allows advertisers to sponsor prizes in exchange for promotional exposure. The solution was tested successfully at a pub, increasing likes, revenue, and positive customer feedback. The required $50,000 investment would fund user research, business development, product development, and marketing over the first 6-24 months to penetrate target markets like bars, retailers, and events venues.
A Pragmatic Approach to Analyzing Customersmark madsen
The business market is different today than it was 20 years ago when BI got started. We're just beginning to grasp how to work within the new economic and communication models. Companies can't rely solely on financial and operational metrics any more, and need to analyze customer behaviors in more detail.
The big change in analysis is a move from mass market metrics to individualized data, no longer analyzing or managing by averages. The stream of events and observations available from applications today combined with new platforms for collecting and processing data enables (relatively) easy analysis.
Despite this, many companies struggle to analyze customer data. This talk will describe a handful of customer metrics and models that are (relatively) easy to do, yet are often not done. It's often easier to succeed by stringing together a handful of simple techniques rather than applying advanced techniques.
Expect to come away from this session with:
- a little history of customer data use by marketing and how that has changed in the last 10 years.
- the most common behavioral data sources you have available.
- some of the basic questions that often go unanswered, and data that is not assessed in the proper context.
- some basic analyses you can perform.
50 Digital Marketing Metrics for CMOs, CDOs, CIOs and CFOsVala Afshar
These 50 metrics are must haves for any CMOs, CDOs, CIOs and CFOs. They help to illustrate why marketing is important and how marketing will help your organization.
1) 91% of B2B marketers use content marketing, spending an average of 33% of their budgets on it. The use of tactics like research reports, videos, and mobile content is increasing.
2) Producing enough content is now the top challenge for B2B marketers, replacing producing engaging content which was the challenge in previous years.
3) The most effective B2B content marketers allocate a higher percentage of their budget to content marketing and use more tactics and social platforms than less effective marketers.
Impact Radius a buyer's guide to affiliate management software 2014Justin Leroy
Great guide from the expert team over at Impact Radius http://www.impactradius.com/
Impact Radius a buyer's guide to affiliate management software 2014
This document provides an overview and agenda for a conference on roadmaps for marketing leaders. The conference will focus on how marketing executives can optimize marketing processes through automation, analytics and personalization to improve the customer experience. Specific sessions will address topics like customer analytics, marketing automation, message personalization and social media. The agenda lists individual sessions that will be held each day of the conference, including session titles, speakers and descriptions.
This document discusses best practices for multi-channel attribution in digital marketing. It recommends moving away from last-click attribution models and toward multi-touch attribution models that account for all interactions across channels over time. Successful multi-channel attribution requires a well-planned strategy, evaluation of available tools, and accounting for differences between channels and interactions. The goal is to more accurately understand how channels work together to influence conversions.
This document provides advice for business leaders in Africa on digital marketing strategies and budgets for 2020. It recommends that marketing budgets remain consistent with 2019 levels or increase, as digital marketing often provides higher returns than traditional advertising. Specifically, it advises allocating at least $1,000 per month to social media marketing to achieve real business results rather than just impressions. It also recommends choosing a specialized digital marketing agency that understands the business goals and target industry/audience.
This document discusses how to build an effective multi-channel social media strategy. It emphasizes setting SMART objectives that are specific, measurable, assignable, relevant and timed. The strategy should include assessing goals and capacity, selecting appropriate channels, and generating authentic content that tells an organization's story and impact. Regularly reviewing performance and being nimble are also important for success.
The document provides best practices for improving digital customer experiences. It recommends analyzing web, mobile, and operational data to find opportunities for improvement. It also suggests conducting expert reviews of digital touchpoints to identify usability issues. Additionally, the document stresses the importance of incorporating customer feedback to understand customers' needs and preferences when making design decisions. The goal is to deliver digital experiences that are useful, easy to use, and enjoyable for customers.
2016 Lead Nurturing Report In Partnership With Salesforce PardotVeena Glover
Lead nurturing is a powerful marketing strategy and it is evident that marketers would like to continue reaping the rewards of their nurturing programs by setting a variety of objectives that revolve around this indispensable tool.
emedia and Pardot set out to discover the latest and greatest lead nurturing strategies currently deployed by the top tier marketers to drive their prospects through the buying cycle.
This report draws its conclusions from a 2016 survey that polled a large sample of B2B marketers based in EMEA and US/NA.
Insight into the mind of your peers: Discover the benefits that marketers have reaped, challenges they've faced and the future goals that they're now aspiring to.
You'll find top tips on numerous topics including segmenting data, personalising programs and marketing automation. This report will fuel your future plans and help you to design and implement successful lead nurturing campaigns.
Predictive analytics reaps the value from CRM databases aided by customer segmentation, competitive intelligence, and learning from marketing campaigns.
LinkedIn Conversation Ads Best Practices GuideBart Spiessens
This document provides best practices for creating effective Conversation Ads on LinkedIn. It recommends preparing necessary assets like banner images and call-to-action buttons. For ad creation, it suggests targeting the right audience, choosing an appropriate daily or total budget, selecting a relevant sender, and crafting short, conversational messages. The document also reviews helpful reporting on click-through rates and demographics for optimization.
The next 5 years will hold more change for the advertising industry than the previous 50 did.
The information for this post is from an IBM global surveys of more than 2,400 consumers and 80 advertising experts … the report is titled, The end of advertising as we know it.”
Imagine an advertising world where ... spending on interactive, one-to-one advertising formats surpasses traditional, one-to-many advertising vehicles, and a significant share of ad space is sold through auctions and exchanges. Advertisers know who viewed and acted on an ad, and pay based on real impact rather than estimated “impressions.” Consumers self-select which ads they watch and share preferred ads with peers. User-generated advertising is as prevalent (and appealing) as agency-created spots.
Based on IBM global surveys there are four change drivers shifting control within the ad industry:
Attention — Consumers are increasingly in control of how they view, interact with and filter advertising in a multichannel world.
Creativity — Thanks to technology, the rising popularity of user-generated and peer-delivered content, and new ad revenue-sharing models (e.g., YouTube, Crackle, Current TV), amateurs and semi- professionals are now creating lower-cost advertising content.
Measurement — Advertisers are demanding more individual-specific and involvement- based measurements, putting pressure on the traditional mass-market model.
Advertising inventories — Will be bought and sold through efficient exchanges, bypassing traditional intermediaries.
There is no question that the future of advertising will look radically different from its past. The push for control of attention, creativity, measurements and inventory will reshape the advertising value chain and shift the balance of power.
Keep in mind … this change will also will also impact ad agency new business practices.
1) The document discusses the importance of delivering a unified customer experience across all channels and touchpoints to remain competitive.
2) It recommends that organizations align their executive leadership, organizational structure, channels, and technology investments to provide consistent experiences for customers online, via mobile, and in-person.
3) A unified experience requires aligning marketing and other customer-facing departments, connecting digital and physical customer journeys, and growing an organization's digital marketing capabilities in line with customer experience goals.
This document outlines a presentation on email marketing strategies for small businesses and nonprofits. It includes sections on the economics of email marketing, getting started with an email list, choosing the right message content and calls-to-action, and measuring email marketing success. The presentation provides tips on building an email list, creating engaging content, designing effective calls-to-action, and tracking key metrics like open and click-through rates.
Marketing leaders expect email marketing budgets and priorities to shift in 2021:
- 68% of leaders expect their marketing budgets to increase compared to 2020.
- The top two priorities are acquiring new customers and engaging current customers.
- Personalized content and customer experience across channels will become more important as customers expect consistency.
- Artificial intelligence and customer data platforms will be increasingly used to improve segmentation, delivery, and retention.
Our customer success agent Nadia put together this handy Interactive Challenge Guide for you, our AdvocateHub VIPs! Get tips and ideas on how to run your advocacy marketing campaigns to mobilize your brand advocates.
This document describes a solution called Reclei that aims to help businesses increase customer retention and engagement through a raffle app. The app creates GIF clips from customer selfies that are displayed and entered into raffles at venues. This increases social media activity and extends customer visit times. It also allows advertisers to sponsor prizes in exchange for promotional exposure. The solution was tested successfully at a pub, increasing likes, revenue, and positive customer feedback. The required $50,000 investment would fund user research, business development, product development, and marketing over the first 6-24 months to penetrate target markets like bars, retailers, and events venues.
A Pragmatic Approach to Analyzing Customersmark madsen
The business market is different today than it was 20 years ago when BI got started. We're just beginning to grasp how to work within the new economic and communication models. Companies can't rely solely on financial and operational metrics any more, and need to analyze customer behaviors in more detail.
The big change in analysis is a move from mass market metrics to individualized data, no longer analyzing or managing by averages. The stream of events and observations available from applications today combined with new platforms for collecting and processing data enables (relatively) easy analysis.
Despite this, many companies struggle to analyze customer data. This talk will describe a handful of customer metrics and models that are (relatively) easy to do, yet are often not done. It's often easier to succeed by stringing together a handful of simple techniques rather than applying advanced techniques.
Expect to come away from this session with:
- a little history of customer data use by marketing and how that has changed in the last 10 years.
- the most common behavioral data sources you have available.
- some of the basic questions that often go unanswered, and data that is not assessed in the proper context.
- some basic analyses you can perform.
50 Digital Marketing Metrics for CMOs, CDOs, CIOs and CFOsVala Afshar
These 50 metrics are must haves for any CMOs, CDOs, CIOs and CFOs. They help to illustrate why marketing is important and how marketing will help your organization.
1) 91% of B2B marketers use content marketing, spending an average of 33% of their budgets on it. The use of tactics like research reports, videos, and mobile content is increasing.
2) Producing enough content is now the top challenge for B2B marketers, replacing producing engaging content which was the challenge in previous years.
3) The most effective B2B content marketers allocate a higher percentage of their budget to content marketing and use more tactics and social platforms than less effective marketers.
Impact Radius a buyer's guide to affiliate management software 2014Justin Leroy
Great guide from the expert team over at Impact Radius http://www.impactradius.com/
Impact Radius a buyer's guide to affiliate management software 2014
This document provides an overview and agenda for a conference on roadmaps for marketing leaders. The conference will focus on how marketing executives can optimize marketing processes through automation, analytics and personalization to improve the customer experience. Specific sessions will address topics like customer analytics, marketing automation, message personalization and social media. The agenda lists individual sessions that will be held each day of the conference, including session titles, speakers and descriptions.
This document discusses best practices for multi-channel attribution in digital marketing. It recommends moving away from last-click attribution models and toward multi-touch attribution models that account for all interactions across channels over time. Successful multi-channel attribution requires a well-planned strategy, evaluation of available tools, and accounting for differences between channels and interactions. The goal is to more accurately understand how channels work together to influence conversions.
This document provides advice for business leaders in Africa on digital marketing strategies and budgets for 2020. It recommends that marketing budgets remain consistent with 2019 levels or increase, as digital marketing often provides higher returns than traditional advertising. Specifically, it advises allocating at least $1,000 per month to social media marketing to achieve real business results rather than just impressions. It also recommends choosing a specialized digital marketing agency that understands the business goals and target industry/audience.
Digital Marketing Agency in Toronto: Your Gateway to Online Successshyftdigitally07
In the fast-paced digital landscape, the role of a Digital Marketing Agency in Toronto is pivotal for businesses aiming to establish a strong online presence. As Canada's bustling economic hub, Toronto hosts a diverse array of industries, each competing for visibility and customer engagement. This article explores the essence of digital marketing agencies in Toronto and their expertise in PPC management, a crucial element in digital marketing strategy.
Should every recruitment business be a digital marketing agency? - #Rechangou...Colleague Software
Should every recruitment business be a digital marketing agency? - #Rechangout White Paper
Download here: https://www.colleaguesoftware.com/resources/white-papers/should-every-recruitment-business-be-a-digital-marketing-agency
This document discusses the costs associated with various social media marketing strategies and services. It provides price ranges for outsourcing social media management, advertising, and developing a social media strategy. Costs for managing individual platforms like Facebook, Twitter, Instagram are also outlined. The key points are that outsourcing all social media work can range from $1,000-$20,000 per month depending on the needs of the business, and that developing a comprehensive social media strategy alone typically costs between $3,000-$15,000. Having a strategy is emphasized as crucial to achieving return on investment from social media activities.
Why Digital Marketing Is As Important As Traditional MarketingSoap Media Inc.
If you are looking for an Ottawa digital marketing company, make sure that they look promising on all these factors. Here’s what to expect from a digital marketing company.
ABM: How to Reach & Engage Hard-to-Reach, Global Buyers (presented on BrightT...Kwanzoo Inc
See Kwanzoo VP of Marketing Kelly J Waffle present on ABM Goals and Strategies, Identifying Target Accounts, Personalization and Effective Messaging, and more.
This document summarizes a presentation given by Jim McDonnell on digital marketing. It discusses common misconceptions around platforms, media, and measurement. The presentation emphasizes that the best platform requires the right media to maximize performance, and proper measurement is needed to understand platform and media effectiveness. It also highlights challenges around organizational silos and the need to break them down to gain a competitive edge through an integrated approach to platforms, media, and measurement.
The document provides tips for running successful performance display marketing campaigns. It outlines 5 common mistakes to avoid: 1) Not defining clear goals and KPIs, 2) Focusing on placements over understanding customer journeys, 3) Not asking the right questions of data to gain insights, 4) Allowing low quality inventory like bot traffic, and 5) Not optimizing campaigns for mobile users. Following people across devices, prioritizing premium inventory, and gaining insights from smart data analysis are some of the keys to driving maximum performance.
The document discusses digital marketing and provides information on the following:
1. It defines digital marketing and explains how it encompasses all marketing efforts that use electronic devices and the internet to connect with customers.
2. It describes how digital marketing is important for meeting customers online and provides examples of key digital marketing tactics.
3. It explains that digital marketing is a large and growing industry in India and globally, and outlines the scope and importance of digital marketing for businesses.
Digital marketing tactics will increasingly focus on mobile as mobile users are expected to exceed 5 billion by 2019. New mobile payment methods like Apple Pay provide opportunities for online businesses. Marketers should optimize conversions by acquiring traffic and designing persuasive websites and calls to action. Website loading speed should not be compromised as slow sites lose visitors. The future of digital marketing involves adapting tactics to the growing mobile environment and leveraging new technologies like mobile payments.
Marketing Automation sounds like the perfect solution, but perhaps it hasn’t delivered quite as well as you thought? Here are 10 reasons why Marketing Automation missions fail, and the solutions behind them!
This document provides benchmarks for native advertising formats and industries based on data from the Zemanta One platform. Some key findings include:
- Image Overlay and In-App formats had the highest click-through rates, while Related Articles had a lower CTR but higher cost-per-click.
- Food & Drink and Arts & Entertainment content performed well, while Technology had lower CTRs.
- On average, native advertising has much lower costs than display (CPC of $0.16 vs $0.55) and search, making it effective for top-of-funnel awareness campaigns.
Creative effectiveness. Took kit for Marketing and Advertising agenciesRodd SL
The document discusses data-driven creative and how it utilizes audience, media, and environmental data signals to dynamically serve targeted ads. It outlines a 5-phase process for creative agencies to utilize data-driven creative, which includes gathering insights from available data sources to help spark new creative ideas. The benefits to agencies include closer collaboration, access to audience data for inspiration, and better understanding of campaign performance.
Global Triotech is a digital marketing agency that offers services like website design and development, SEO, social media marketing, and more. They have a team of experts in business analysis, design, development, and digital marketing who create customized solutions for small and medium-sized businesses. Their goal is to understand each client's business and industry in order to develop long-lasting relationships and provide effective solutions within budgets. They pride themselves on transparent and measurable work without outsourcing overseas.
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.
Similar to How to get more ROI from your digital marketing investments in China (20)
Top 10 Benefits of Hiring a Digital Marketing Agency.pdf
How to get more ROI from your digital marketing investments in China
1. How to get more ROI from your digital marketing investments
Prologue
Back in 2010 I was living in China and consulting for a global pitch consultancy and wrote up a POV for
their clients on best practices for managing digital media programs. Note: there are a few local market
stats that reference some challenges marketers (and agencies) face trying to get value for money from
their digital marketing investments; most of these China specific references are applicable to both the
Japan and Korea markets, and in many cases all global markets. All 3 North Asian markets suffer from a
combination of a lack of data transparency (no local IAB presence) and the near monopolistic power of a
homegrown portal and ad technology company that dictates terms to online advertisers.
Introduction
There are now over 400 million internet users in China who spend close to 20 hours per week online, yet
digital spend is still less than 5%. If your target audience is under 50 then you should be investing at least
20% of your budget online. Yes traditional still works for building awareness but except for major events
its less engaging content consumed with a passive mindset versus an active mindset online.
The digital space is constantly evolving and offering up new ways to connect with you target audience.
It’s essential for a marketer to understand what’s happening and ensure that strategy flex’s to incorporate
new channels at the right time in the right way. Your digital agency should be your shepherd, guiding
you through the maze of unproven can’t miss opportunities. And if you find your own marketing team’s
knowledge is consistently superior in this regard challenge your agency, pitch the business or take it in-
house.
Ultimately you get out of a relationship what you put into it (or should do).
Treat your digital agency like a partner, ensure remuneration matches your scope of work expectations,
ask a lot of questions and you will get what you want.
1. Best Practices for Marcoms Clients
i) Agency Tactics
Agencies complain that client briefs can be vague, non-channel specific and don’t include comprehensive
measurable success metrics. Consider presenting a detailed brief in a collaborative workshop format so
everybody is on the same page from the beginning.
Significant value is continuously lost from poor collaboration between creative and media and traditional
and digital agency teams. Force them to discuss & agree on what strategy best fits the brief and ensure the
media strategy leverages the creative strategy & the relevant channels effectively.
You must also make a call on how grey area programs like mobile, gaming and social are managed (is it a
creative project, a media project, or both?) Both sides will desperately want the biggest piece of the action
and the client need to be decisive.
There are over 3000 online ad size formats (there used to be over 20,000). Ask your media buyer to
negotiate for more standardized ad slots across multiple websites. This should not impact the cost
efficiency of the media buy and will free up resources for better creative concepting.
2. With ad banner response rates less than 0.01% consider building site content & functionality into your ad
banners or into an existing web property to get comparable response rates of at least 10%.
Costly mistakes happen when a digital team is under-resourced and attention to detail suffers. Often
agency management is at fault for staffing digital using a traditional template, digital typically requires
two for every one traditional staffer- evaluate and adjust resourcing if necessary
ii) Benefits of Ad Serving
Unlike western markets local publishers do not usually permit third party serving & tracking of ad
delivery i.e. the use of an independent solution like Doubleclick, ATLAS or Eyeblaster. External ad
servers typically record less activity than a publisher setup, leading to a problematic discrepancy which
can have billing implications. Furthermore the combination of CPD (Cost Per Day) & CPM (Cost Per
Thousand) campaigns rotating in the same ad slot can skew external tracking mechanisms which were
largely configured for western markets that only utilize CPM pricing.
While there are limitations in using this technology in China it is worth the cost to establish benchmarks
and track actions taken on your website. Without this data you will not be able to adequately measure
ROI.
Keep in mind that inventory can get dumped in large quantities at the end of a campaign by publishers
to meet quotas, often which can run to billions of largely valueless remnant impressions. Specify a daily
delivery quota in the contract, monitor daily run rates and make sure your ad server has a delivery cap
that prevents overruns.
Most importantly put pressure on media owners to offer more data transparency- agencies contribute less
than 20% of online media spend so their leverage is limited in this regard.
iii) Benefits of Creative Testing
One of the key advantages of digital over traditional channels is the ability to track and optimize campaign
performance in real time. This is important if you want to realise the full ROI of your investment. Not
utilizing ad serving is like driving at night without any headlights- last time I checked they come standard
with every vehicle :)
While online media budgets have crept up in recent years creative production budgets have not and the
outcome is lost ROI for the marketer. Online creative is important and should not be done on the cheap.
Bad online creative always leads to bad online media performance just as it does in every medium.
Regardless of the size of the media budget every campaign should have at a minimum 4 creative
executions running in rotation. Develop a ‘test matrix’ outlining key creative attributes for comparison
and use the findings to improve creative performance with every additional campaign.
Your creative media production budget should be 10-20% of your media spend and cap it at about
$40,000-50,000 USD for one campaign up to $1 million USD in media spend. Consider reserving 15% of
the media and creative budget to up level investment mid campaign in the best performing elements.
3. 2. Digital Marketing Realities
The click-rate of a campaign is not a reliable indicator of post click activity and should not be used to
evaluate performance in isolation. Take a holistic approach and focus on what actions the consumer
performs after the click. The cost of a placement is usually a good indicator of its quality. Netizens read a
webpage top to bottom so the higher up your ad slot the more likely it is to have impact just as bigger ad
sizes are usually worth paying more for.
Be careful doing business with online ad networks. Always be suspicious of any vendor offering cost per
click deals below 1 RMB per click and do not permit third party ad tracking. If it sounds too good to be
true it most likely is.
10-20% of online media spend is from agencies with the other 80-90% coming from marketers direct.
Media owners prefer to deal with a client over an agency because it’s simpler & more profitable. The core
value of a digital agency is its strategic thinking capabilities. If the agency does not showcase this ability
regularly then its relevance will be questioned.
Emerging media like social media carries risk but in China it’s a potential goldmine for marketers with the
right approach. Consider a separate scope of work to carefully test & evaluate new digital platforms and
use actionable learning’s to develop an emerging media strategy tailored to your brand.
Ad serving is a cost that is marked up by many agencies in most media markets, including China, because
clients don’t understand how it works. The exact add-on amount varies but it can be anywhere from 2%
to over 200% and depending on the associated media spend, can become a large number. In the case of
one local vendor the cost of ad serving is free to the agency in return for earning a commission on media
buying services. Remember this when a digital shop offers their services at a cut rate.
4A shops often outsource production to a local third party who will do the work for a fee less than what
they agency is receiving from its client. This arrangement reduces agency headcount while offering an
additional revenue stream. Be sure to itemize in the SOE what services the agency is directly providing
versus what is outsourced and at what cost. Once again, remember this when a digital shop offers their
services at a cut rate.
You get what you pay for.
Media buyers will prefer certain publishers for various reasons, including personal friendships, spend
quotas, agency rebates and/or past performance. Always ask for a detailed rationale for all media
recommendations and question if they are the best fit for your brand.
Finally, if you feel that your marketing team is weak on digital create an internal ‘Digital School’ program
and ask each team member to present a 30 min PPT on a key digital topic each week to the whole team.
In a few months you will have in-house experts on all the key digital practices and a library of useful
knowledge to test your agency with.
3) Best Practices for Digital Agencies
4. Think of every campaign recommendation you construct as a new business pitch and use every campaign
review session to prove the value you generated as a rationale for future opportunities. If your team is not
good at this hire someone with sales background who is.
Invest in your key publisher relationships, your client likely will be talking to them regularly and their
opinion about you personally & your agency carries significant weight.
Eliminate arcane digital terminology from your client communications, its human nature to fear what we
don’t understand. Keep it short and simple and make sure you can defend your assertions. Your client will
never invest in something they dont understand properly.
Ask media owners to use your agency PPT template & structure to deliver their proposals in. Request for
it to be no longer than 10-20 pages and whenever statistics are included demand a proper data source for
each. Time saved can be dedicated to mission critical activities.
Implement a digital client training program that includes a quarterly market update (use the latest
CNNIC report) and a monthly half day workshop focusing on topics like emerging media, case studies and
category research. If the client won’t pay extra you’re still building the relationship around a key client
issue- 40% admitted in a recent R3 survey they don’t know enough about digital and doesn’t learn enough
from their agency.
A list of tactics is not a strategy. A strategy is rationale for why a specific combination of tactics will
lead to a specific desired outcome. If you cannot explain why your recommendation should be successful
then you don’t have a strategy, just a list of tactics
Does your agency website look like it was made by an “insert your own credentials here” shop? Are there
easy to read case studies, is it search optimized and does it project the right image for your agency brand?
Most importantly stop whining about difficult clients, yes without them advertising would probably be
more fun & awesome but then who would pay your salary? Focus on their needs and how you can win
them over by going the extra mile. A commitment to excellence and flawless execution is always the best
guarantee of success in digital marketing.
SC 2010