HighRoad U Webinar: Using Digital Advertising for Membership GrowthHighRoad Solution
You need Millennials to join. You need Gen X to spend more & get engaged. You need Boomers to stick around. How do you do this in today’s digital world when you can’t buy email lists, fax doesn’t work & direct mail is so expensive? Join this session to learn about digital advertising growth strategies and how associations are using it to deliver top-line growth in their readership, product categories, membership & event registrations.
Geary LSF University Presents: Advanced Paid Media LessonsKatie Fellenz
Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.
Be smart when you segment your audience, invest in remarketing and it will pay itself off. Learn what is remarketing, how to use it on Google, YouTube and Facebook with examples.
http://bit.ly/remarketing-101
HighRoad U Webinar: Using Digital Advertising for Membership GrowthHighRoad Solution
You need Millennials to join. You need Gen X to spend more & get engaged. You need Boomers to stick around. How do you do this in today’s digital world when you can’t buy email lists, fax doesn’t work & direct mail is so expensive? Join this session to learn about digital advertising growth strategies and how associations are using it to deliver top-line growth in their readership, product categories, membership & event registrations.
Geary LSF University Presents: Advanced Paid Media LessonsKatie Fellenz
Geary LSF's VP of Paid Media, Liz Serafin, recently presented a class on Advanced Paid Media techniques and trends for the internal Geary LSF University initiative. These slides focus on Display Advertising, Paid Search (PPC), and various updates and tricks of the trade.
Be smart when you segment your audience, invest in remarketing and it will pay itself off. Learn what is remarketing, how to use it on Google, YouTube and Facebook with examples.
http://bit.ly/remarketing-101
Hoe stelt u de ideale channel mix samen? Hoe aligneert u kanalen met de inhoud en doelstelling van uw website? Aan de hand van een uitgekiend concept tonen we hoe u de beste keuze kan maken. Aan de hand van 3 cases (een school, een bank en een shop) helpen we u te bepalen welke kanalen u best op welke manier inzet voor mobile of desktop advertising.
Google Ads is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
Digital Marketing Strategies for MBA in SportsSukanya Naikar
This presentation is belong to the very specific marketing strategy to the sports education companies like IISM and NSA are the emerging towards the MBA in sports sector.
Facebook targeting confluence con damon gochneaurDamon Gochneaur
Facebook targeting can be as overwhelming as trying to solve a Rubix cube. Let me help you discover the how, what and why of Facebook targeting with examples for every step in the funnel.
Illustration of various types of Online marketing with examples.Slides talk about search engine marketing, display ads, affiliate marketing, lead generation marketing, native marketing, email marketing etc.
The hospitality industry is flourishing and today the customer has several options to explore. In such cases, how to compete with the best of the hotels. How to attract the corporate tourists and the travelers who are exploring your city. Our following presentations helps you understand how you top the game in the hospitality industry using the digital marketing strategies like the Search engine optimization(SEO), Search engine marketing(SEM),Online reputation management(ORM), Social media marketing(SMM), Email targeting and attract qualified customers who are looking for the best hotels in the local areas.
Vizury's Demand Side Platform enables a marketer to chose Audiences & Display Inventory, Provide customized messaging options and campaign outcomes, all in a unified interface.
Zemanta: Automating the Promotion and Distribution of Content for MarketersTodd Sawicki
Zemanta offers a platform to automate the promotion and distribution of content. Zemanta helps you manage your content while navigating the many paid channels for content promotion allowing you to maximize the return on your content marketing spend.
Hoe stelt u de ideale channel mix samen? Hoe aligneert u kanalen met de inhoud en doelstelling van uw website? Aan de hand van een uitgekiend concept tonen we hoe u de beste keuze kan maken. Aan de hand van 3 cases (een school, een bank en een shop) helpen we u te bepalen welke kanalen u best op welke manier inzet voor mobile of desktop advertising.
Google Ads is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users
Geary LSF University Presents: Paid Media DisciplineKatie Fellenz
The Geary LSF University is pleased to present an advanced course on how to implement Paid Media skills such as Paid Search, Display Marketing, and Retargeting into your marketing campaign. With real-world examples and case studies, you're sure to learn everything you need to know about digital advertising.
Digital Marketing Strategies for MBA in SportsSukanya Naikar
This presentation is belong to the very specific marketing strategy to the sports education companies like IISM and NSA are the emerging towards the MBA in sports sector.
Facebook targeting confluence con damon gochneaurDamon Gochneaur
Facebook targeting can be as overwhelming as trying to solve a Rubix cube. Let me help you discover the how, what and why of Facebook targeting with examples for every step in the funnel.
Illustration of various types of Online marketing with examples.Slides talk about search engine marketing, display ads, affiliate marketing, lead generation marketing, native marketing, email marketing etc.
The hospitality industry is flourishing and today the customer has several options to explore. In such cases, how to compete with the best of the hotels. How to attract the corporate tourists and the travelers who are exploring your city. Our following presentations helps you understand how you top the game in the hospitality industry using the digital marketing strategies like the Search engine optimization(SEO), Search engine marketing(SEM),Online reputation management(ORM), Social media marketing(SMM), Email targeting and attract qualified customers who are looking for the best hotels in the local areas.
Vizury's Demand Side Platform enables a marketer to chose Audiences & Display Inventory, Provide customized messaging options and campaign outcomes, all in a unified interface.
Zemanta: Automating the Promotion and Distribution of Content for MarketersTodd Sawicki
Zemanta offers a platform to automate the promotion and distribution of content. Zemanta helps you manage your content while navigating the many paid channels for content promotion allowing you to maximize the return on your content marketing spend.
Advertising and media are converging. The results will disrupt how companies must deploy their marketing efforts. Marketers, and their agency partners must converge their media efforts by combining social, corporate content, and advertising reach --or risk connecting with the fleeting customer.
Owned and earned media are vital to campaigns, helping to amplify and spread brand messages through the complex paths consumers follow across devices, screens and media. Advertising, or ‘paid’ media, has traditionally led marketing initiatives both online and off-. But advertising no longer works as effectively as it once did unless bolstered by additional marketing channels.
While consumers distinguish less and less between these channels, marketers remain specialized in one medium at the expense of the others. Rather than allow campaigns to be driven by paid media, marketers must now develop scale and expertise in owned and earned media to drive effectiveness, cultivate creative ideas, assess customer needs, cultivate influencers, develop reach, achieve authenticity and cut through clutter.
”The Converged Media Imperative,” a new research report co-authored by Altimeter Group Analysts Rebecca Lieb and Jeremiah Owyang, explores today's media landscape, and provides a success checklist and actionable recommendations for converged media deployment.
The fundamentals in this slide presentation are important in understanding the concept of planning, the various types of plans, and the strategic management process
At Activate, we've identified the 9 most important insights for tech and media in 2016. Key points:
* The average American spends more time on tech and media than on work or sleep
* Messaging will blow past social networking as the dominant personal media activity
* The next big winners in streaming music and audio are already (quietly!) here
* The long-awaited cord cutting moment isn't coming any time soon
* There is potential for a "cable killer" to show up, but it won't look like you expect
* E-sports and wagering really are going to change the game in gaming
* Want to get rich in the App Store? Good luck!
* These are the companies grabbing all the money in consumer tech and media
* And we demonstrate a simple way to predict what acquisitions and partnerships tech and media companies will be making to stay competitive
Also available here:
http://www.wsj.com/articles/think-again-nine-top-insights-into-tech-and-media-for-2016-1445618763
http://www.businessinsider.com/michael-wolf-predicts-what-will-happen-in-the-tech-industry-in-2016-2015-10
Tips, Tools and Templates To Build Your Content Marketing StrategyMichael Brenner
Are you looking for help to develop your content marketing strategy? In this presentation delivered at Content Marketing World, I'm offering all the tips, tools and templates you need to go from wherever you are in your content marketing journey to being a world class content brand.
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
http://www.b2bmarketinginsider.com/content-marketing/plan-build-successful-content-marketing-strategy -- Did you know that every day on the internet:
There are 4.75 Billion pieces of content shared
There are 1.8 Billion photos uploaded
There are 700 Million Snapchats
There are 500 Million tweets
Marketing, as we know it, is being transformed right in front of our eyes. More and more messages are being promoted every day, on more channels, and as a result, consumers are learning to simply tune out the noise.
Because of this, brands must leverage content marketing to deliver the useful information necessary to educate and build trust with their audiences. But they often fail to document what they are trying to achieve, how they will get it done, and what measures will prove success.
Yesterday I presented to more than 600 attendees of the NewsCred #ThinkContent Webinar: "How To Plan And Build A Successful Content Marketing Strategy." I presented:
The key factors for content marketing success
The core components of a content marketing strategy
I answered the main questions of how to build a solid content marketing strategy
I shared my secret that effective content marketing was relatively simple:
"The buyer journey is nothing more than a series of questions that must be answered." ~ IDC
I shared the Content Marketing Institute's more formal definition of content marketing:
“Content marketing is the marketing and business process for creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” ~ Content Marketing Institute
And I shared the rallying cry for why we need to change:
"We have to stop interrupting what people are interested in, and be what people are interested in." ~ Craig Davis (former Chief Creative Office - J. Walter Thompson)
Backed by research and our own customer engagements, I covered
The 6 factors to content marketing success:
Document content strategy
Have someone in charge of content
Consistently publish quality content
Map content to buyer journey
Balance Paid, Owned, Earned Media
Track Content Marketing ROI
I provided an example and a template for anyone to develop:
Your Content Marketing Mission Statement
Become a destination for [target audience] interested in [topics]. To help them [customer value].
This will help us [your content marketing goals]
Earn your audience’s attention vs. just buying it
Reach, engage and convert NEW buyers
AmEx Open Forum Example: Help Small Businesses Do More Business. To become the largest source of inbound leads.
I provided spreadsheets to help anyone conduct a content audit and measure their content marketing results:
As marketers, we all have one thing in common - stock photos. So we put together a list of tips and resources that will help you choose the perfect photo, every time. For more from IMPACT, visit http://www.impactbnd.com
We spend more time working than doing anything else in life. Yet for too many people, the experience of work is demotivating and dehumanizing.
I don’t think it has to be this way, and I’m willing to bet you don’t either.
At Google, we’ve learned a ton about what makes for an enjoyable and productive workplace. We’re not alone – lots of other companies, ranging from grocers (e.g., Wegmans) to textile companies (e.g., the Brandix Group) to Brooklyn delis (e.g., Russ & Daughters), as well as academics and scientists, have learned the same simple truth: there are straightforward things we can do to make work better.
My new book, "Work Rules!", is an attempt to bring this together and offer you practical tools to improve work, no matter what you do. Check out this visual preview of the book and visit www.workrules.net if you’d like to pick up a copy or learn more!
In this workshop for LeadsCon Path2Conversion, Michael Brenner explains the importance of content for B2B Marketing in today's digital world.
You will learn:
1. How to build a content marketing strategy
2. Editorial strategy
3. Distribution best practices
4. How to measure results
This presentation is a general introduction/refresher to marketing planning and it will guide you through the planning process and building the plan itself. The presentation starts with an overview of marketing and this part is generally aimed individuals with limited marketing management experience or marketers who want a refresher. The next sections go into the market planning process, marketing communications planning, marketing budgets and forecasts, and the final section covers writing the marketing plan.
Get the Mobile Commerce Playbook: www.psfk.com/report/mobile-commerce-playbook
The Mobile Commerce Playbook is intended to help businesses take a forward looking approach to leveraging mobile as a core part of their offerings to deliver personalization, relevancy and convenience to every consumer at key moments in this commerce journey. Created in partnership with Braintree, the report offers recommendations that are designed to inspire startups, brands and retailers as they look to create best-in-class mobile commerce experiences that sync with the reality of today’s consumer lifestyles.
- Featured within the 40+ page report, readers can find:
- 11 strategies to redefine mobile commerce
- Unique user experience paths built for brands, agencies, and startups to follow
- Perspectives from leading mobile commerce experts across the globe
If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com
Ver. 1 | Published January 2015
All rights reserved. No parts of this publication may be reproduced without the written permission of PSFK Labs.
Learn unusual tips, strategies and process for getting 10-100x more value from paid ad campaigns on Facebook, Twitter, YouTube, Linkedin & Google+, including how to drive exponentially more traffic to your content, and convert 3-5x more of those clicks into leads and sales – all for less than $50 per campaign! Attendees will gain critical insights into how the algorithms of Paid Social Media advertising REALLY work, including Relevancy Score and Quality Adjusted Bids, which govern how often your ads show and what you pay for them. A must-attend session for Content, Social Media and PPC Marketers alike.
25 Disruptive Technology Trends 2015 - 2016Brian Solis
Brian Solis explores some of the biggest technology trends and possible twists on the horizon for 2015 and 2016.
Topics include cyber security, mobile payments, drones, bitcoin, social media, digital, omnichannel, attribution, cx, music, movies, Hollywood
The 10 Best Copywriting Formulas for Social Media HeadlinesBuffer
A Top Ten list of the best copywriting formulas used by writers and marketers, and how they might fit with the social media headlines you write.
1. Before – After – Bridge
2. Problem – Agitate – Solve
3. Features – Advantages – Benefits (FAB)
4. The 4 C’s
5. The 4 U’s
6. Attention – Interest – Desire – Action (AIDA)
7. A FOREST
8. The 5 basic objections
9. Picture – Promise – Prove – Push (PPPP)
10. The 1 – 2 – 3 – 4 Formula for Persuasive Copy
The complete list is available on the Buffer blog here: https://blog.bufferapp.com/copywriting-formulas
Are you new to SlideShare? Are you looking to fine tune your channel plan? Are you using SlideShare but are looking for ways to enhance what you're doing? How can you use SlideShare for content marketing tactics such as lead generation, calls-to-action to other pieces of your content, or thought leadership? Read more from the CMI team in their latest SlideShare presentation on SlideShare.
MaxAxion is a specialist, performance focused digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising. For more info check out our website at:
http://maxaxion.co.za
For sales contact Shauna Carter on:
Shauna@maxaxion.co.za
How can display advertising benefit your business?Infront Webworks
Online advertising reaches customers through ad placements across millions of publisher sites
Customers consider, purchase and advocate brands online
95% of users’ time online is spent on content sites
Presentation on digital marketing .pdf pptFalak Naaz
Digital marketing
Introduction
Benefits of digital marketing over traditional marketing
Objective
7 c
Type
Technique
Advantages
Disadvantage
Career opportunities
5 p
ProTableau is a programmatic digital media buying specialist agency serving marketers, advertisers and agencies. We plan and buy online advertising across all digital media formats using the latest programmatic technology, data and cost efficiency - for better campaign ROI.
A bird's eye view to digital marketing and advertising. An introduction to the world of digital media spends, basic terminology used, platforms, pros and cons of the platforms, etc.
Guide to Programmatic Media buying for recruitment. Top tips, explanation of strategic uses, examples of how ads are targeted and all the important terms decoded.
MaxAxion is a specialist, performance focused, digital media sales house connecting brands and agencies to their desired audiences using a combination of Low-tech (Wi-fi, SMS, Please Call Me), Programmatic & Premium digital advertising.
Digital Marketing Training Course is an advanced training program for Commerce and management professionals to learn the art of managing the different dynamics of an organisation
Chapter Four- 4 Digital Display Advertisement (DDA)Edem Adzroe
Detailed analysis of DDA (Digital Display Advertisement) comprising of types of banners ads and sizes be it leaderboards, skyscrapers, island, MPU (Mid-Placement Units), HTPO and etc...
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
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.
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.
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.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
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.
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
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
Is AI-Generated Content the Future of Content Creation?
Best Practices for Digital Media Campaign
1. Best Practices for Digital
Media Campaign
Debra Smallman
Digital Director
Kaberg Consulting
2. Today You Will Learn
• Best Practices for building a Digital Media
Campaign including developing a digital
strategy, description of channels (display,
mobile, video, programmatic, etc.), creative
examples, cost structures, overview of tactical
planning process and analyzing the results.
(An outline will be covered on the agenda slide
that follows.)
3. • I have over 20 years of media experience in both traditional
and digital. I started my career in NY as an Account
Executive and then moved to SF and LA and worked my
way to Senior VP/Business Development & Media Services.
In the past 15 years I developed and manage Kaberg
Consulting providing high level consultation to numerous
agencies and clients across a variety of industries and
demographics. I specialize in all things digital.
• I develop and implement detailed digital campaigns including
marketing strategies. I have vast experience in digital
advertising and am actively involved in planning, placing and
negotiating online media buys.
debra@kabergconsulting.com
www.kabergconsulting.com
About Me
4. Agenda
• Establishing Digital Media Strategy
• Channel Selection
• Creative Examples
• Tactical Planning Process
• Cost Structure
• Tracking the Results
• Key Takeaways
6. Establishing Media Strategy
• Who is the competition? What are they spending? Where are they
spending it? What is their creative message?
• Who is your customer? Age? Gender? HHI? Marital Status?
Children? Ethnicity? Education?
• Where to advertise? Local? What markets? National?
• When to advertise and what is the media budget?
• What is the creative message? Is there video, rich media? Ad
sizes?
• Is this a brand awareness campaign or DR campaign?
• Does the campaign tie into a TV buy? Social Campaign? Is there
SEO in place? Does SEM need to be part of the digital media
campaign?
• What are the success metrics? Have goals been established?
• What is the path from the creative? What are the actions? Is there
a mobile site?
.
7. Channel Selection
‒ Display Advertising
‒ Video/VOD
‒ Audience Buying/Programmatic
‒ Mobile
‒ Paid Social
‒ Search
8. Display Advertising
• Display advertising uses text, logos, animations, videos, photographs,
or other graphics. Standard ad sizes include:
– 728x90, 300x250, 160x600, 300x600
– Rich media is available including floating and expanding ads,
interstitials, etc.
• To increase response rate targeting elements can be implemented:
– Behavioral targeting which tracks a users online behaviors and
targets accordingly
– Contextual targeting to deliver ads related to the content of the web
page where the ads appear
– Retargeting which retargets a second ad to a user that has clicked
on the ad and gone to the site and not performed an action (register,
buy, etc.)
– Geo-targeting which delivers ads based on a user's geography
9. Video Advertising/VOD
• Video advertising encompasses online display ads that have
video within them. It is served before, during and/or after
video content.
• The advertising units used are pre-roll, mid-roll and post-roll
and all of these ad units are like the traditional spot
advertising you see on TV. They are traditionally :15 or :30 in
length or long-form (1-2 minutes) often seen as movie
trailers.
• VOD or Video on Demand is sold as digital and is actually
commercials that are seen while viewing your TV shows
accessed through your cable provider on demand.
12. Audience/Programmatic Buying
• Audience Buying is defined as buying media that targets your
audience no matter what site they are on; for example your
consumer might be on a cooking site although the product
that is being advertised is a computer.
• Programmatic Buying is buying display, video or mobile using
real time bidding for inventory. This allows for greater
efficiency (lower costs) and reach (more impressions) than
premium inventory which is purchased directly from publisher
and therefore can be priced higher.
• Audience and Programmatic buying typically go hand in
hand.
13. Mobile Advertising
• Mobile is delivered through wireless mobile devices such
as smartphones or tablet computers. Mobile advertising
may take the form of static or rich media display ads, SMS
(Short Message Service) or MMS (Multimedia Messaging
Service) ads, mobile search ads, advertising within mobile
websites, or ads within mobile applications or games.
‒ There are no standard ad sizes established yet.
14. Paid Social
• Social advertising relies on social information in
generating, targeting, and delivering marketing
communications. Advertising platforms such as
Facebook, Twitter, Instagram are some of the most
popular. Social advertising can be part of a broader
social media marketing strategy designed to connect
with consumers.
15. Paid and Non-Paid Search
• Search Engine Marketing (SEM)
– SEM, is designed to increase a website's
visibility and is sold on a CPC basis (cost per
click) based on targeted keywords. Search
engines provide sponsored results and organic
(non-sponsored) results based on a web
searcher's query
• Search Engine Optimization (SEO)
– SEO, attempts to improve a website's organic
search rankings by increasing the website
content's relevance to search terms. This is non-
paid media and is usually handled by a separate
team.
16. Tactical Planning Process
• Review target audience research and compile a considered
publisher list with demographic breakdown and site traffic
• Contact each considered publisher for proposals via RFP asking
each publisher for rationale as to why they should be included
• Proposals should include placement description, flight dates,
impressions, media cost, CPM, SOV
• Compare all proposals for final publisher selection weighing all
variables; editorial compatibility, competitive costs, creative
sizes, SOV, site traffic and added value
• Consider CPM, CPC, CPCV buying methods depending on
campaign objectives
• Include different types of creative units such as rich media,
videos, native ads along with standard display ads depending
upon creative assets available
17. Terminology
• RFP – request for proposal which provides essential
elements to the publishers; media objectives, budget,
timing, geography, creative assets, etc.
• Impressions – sometimes called a view or an ad view, is
a term that refers to the point in which an ad is viewed
once by a visitor, or displayed once on a web page
• SOV – share of voice; the portion of ad impressions
scheduled to total impressions available. The higher the
SOV the greater the chance your ad will be seen
• Unique Visitors – the number of unique visitors to a site;
can be tracked by day, week or month
18. Cost Structure
• CPM – cost per reaching 1,000
• CPC – cost per click
• CPA – cost per action or acquisition
• CPE – cost per engagement
• CPV – cost per view (video)
• CPCV – cost per completed view (video)
19. Tracking the Results
• Develop and provide tracking reports on a timely basis; by site and
by creative element (depending upon client’s needs)
• Constantly work with every site to optimize the buy to ensure the
best results
• Work with sites to cancel the buy within appropriate time frame if
the site is not performing and cannot be optimized. Negotiate credit
or make-good for any under-delivery
• Delivery Report can include some or all of the following:
– Impressions scheduled
– Impressions delivered
– Clicks
– CTR (click through rate)
– Media budget delivered
– CPC (cost per click)
– CPA (cost per action, if applicable)
21. Move The Needle
"Move the Needle" is a feature unique to
OMI classes.
• Review web pages, Facebook, Twitter and
Google for ads and observe their placements,
their message, their sizes and their call to
actions. Engage and interact with the ads!
Spend Time with Digital Ads
22. • Understand clients goals and objectives and
translate them into planning parameters
• Create cohesive strategy that takes into account
consumer journey
• Consider multiple channels and creative elements
• Include premium and programmatic based on
media objectives
• Work with offline, social and search teams and
integrate into digital campaign (when applicable)
• Monitor and optimize the campaign during the flight
to achieve optimal results
Key Takeaways