Online advertisers are increasingly interested in using online ads to build their brands in addition to generating sales. However, advertisers need confidence that their online investments are helping achieve brand goals and metrics that demonstrate campaign success. Click-through rate alone is not a good measure of brand impact, as it shows little relationship with brand metrics or offline sales. Some evidence suggests brand metrics like purchase intent correlated with offline sales, indicating online ads can impact brands when measured properly. Advertisers must embrace new online branding metrics to optimize campaigns and outperform competitors.
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
Accenture: Multichannel Attribution Dec 2012Brian Crotty
Anticipating consumers’ every move to conversion is essential to realizing a strong return on marketing investment (MROI), yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
In the digital world, channel savvy, highly mobile, multiple device-happy consumers are in control. While they move from one media channel to another—and from one device to another—companies across industries are struggling to keep pace.
Anticipating consumers’ every move to conversion—and measuring every interaction across every channel—is essential to realizing a strong MROI and to sustaining competitive differentiation. Yet, pervasive methods for understanding consumer behaviors fall short in a multichannel environment.
As such, various attribution models and approaches have emerged to help businesses better capture and analyze consumers’ purchase journeys across both offline and online channels. Though a singular approach for measuring consumer data has yet to emerge, multichannel attribution holds exciting promise.
December 6, 2012
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.
Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to:
• Align marketing tactics across your entire brand ecosystem
• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
The power of like: how brands reach and influence fans through SMMAlfonso Gadea
Se puede conseguir rentabilidad de los fans de Facebook teniendo en cuenta su perfil y aprovechando a sus amigos. Incluso se puede medir.
http://www.alfonsogadea.es
Mobile Medical Applications Guidance for Industry and Food and Drug Administration Staff. September 25, 2013
http://www.alfonsogadea.es/apps-salud-poniendo-orden/
Facebook ha superado los 900 millones de usuarios activos mensuales a 31 de marzo de 2012, lo que supone un aumento del 33% respecto al año pasado (680 millones). Diariamente son 526 millones los usuarios, un 41% más (frente a 372 en marzo de 2011). ¿Cómo es posible seguir creciendo a ese ritmo? Quizá porque su misión es "hacer el mundo más abierto y conectado" por lo que su único techo es el número de habitantes de la Tierra.
http://www.alfonsogadea.com/
European Directory of Health Apps 2013 (European Commission Directorate General for Communications Networks, Content and Technology).
http://www.alfonsogadea.es/apps-salud-poniendo-orden/
Information Security in Retail & Consumer GoodsAlfonso Gadea
It’s a chilly Saturday afternoon in November and Amanda needs some clothes. She starts by going to Rita’s blog -Rita is one of the most influential fashion bloggers around- to see the latest trends...
Author: Dr. Alvaro Arenas. A publication fostered, under the direction of Alfonso Gadea, by IE Foundation and Ernst & Young.
B2B Marketing in the Age of the Always Addressable CustomerDemandWave
Buying cycles are getting longer and today’s empowered customer is in the driver’s seat. Marketers struggle to deliver the right message to the right audience at the right moment. With 70% of brand interactions taking place before the buyer reaches out, marketers must establish a brand ecosystem that encompasses the extended buying cycle.
Webmarketing123 CEO Paul Taylor and Forrester Analyst, Michael Greene discuss how to:
• Align marketing tactics across your entire brand ecosystem
• Close the loop on your measurement to optimize budgets
• Identify and avoid wasting media dollars due to poor measurement
• Set up a measurement framework for each marketing channel
• Overcome implementation challenges
Marketo - The definitive guide to digital advertisingDuy, Vo Hoang
Advertising has evolved. No longer is it restricted to print publications, static billboards, radio, and television. Modern technologies have opened the door to a whole new era of advertising–digital advertising. Digital advertising allows marketers and advertisers to reach and appeal to their core audiences in new ways and with more precision.
The challenge of meeting the modern buyer's expectation of a continuous, cross-channel, and personal experience is met with new ad technology and innovations that continue to advance at break-neck speeds. New ad technology platforms, types of ads, methods of tracking, dynamic ad content, and advances such as the Internet of Things now provide endless opportunities for marketers and advertisers to engage their customers personally and across channels.
In this comprehensive, 110+ page guide, we cover topics from the evolution of digital advertising, to how to structure your digital marketing team, to testing and optimization. Loaded with checklists, charts, and thought leadership from digital advertising experts, The Definitive Guide to Digital Advertising will teach you how to create strategic and dynamic digital advertising.
Руководство для маркетологов по созданию эффективных рекламных кампаний. Помимо ценных советов, в нем содержатся успешные кейсы ведущих мировых брендов.
The power of like: how brands reach and influence fans through SMMAlfonso Gadea
Se puede conseguir rentabilidad de los fans de Facebook teniendo en cuenta su perfil y aprovechando a sus amigos. Incluso se puede medir.
http://www.alfonsogadea.es
Mobile Medical Applications Guidance for Industry and Food and Drug Administration Staff. September 25, 2013
http://www.alfonsogadea.es/apps-salud-poniendo-orden/
Facebook ha superado los 900 millones de usuarios activos mensuales a 31 de marzo de 2012, lo que supone un aumento del 33% respecto al año pasado (680 millones). Diariamente son 526 millones los usuarios, un 41% más (frente a 372 en marzo de 2011). ¿Cómo es posible seguir creciendo a ese ritmo? Quizá porque su misión es "hacer el mundo más abierto y conectado" por lo que su único techo es el número de habitantes de la Tierra.
http://www.alfonsogadea.com/
European Directory of Health Apps 2013 (European Commission Directorate General for Communications Networks, Content and Technology).
http://www.alfonsogadea.es/apps-salud-poniendo-orden/
Information Security in Retail & Consumer GoodsAlfonso Gadea
It’s a chilly Saturday afternoon in November and Amanda needs some clothes. She starts by going to Rita’s blog -Rita is one of the most influential fashion bloggers around- to see the latest trends...
Author: Dr. Alvaro Arenas. A publication fostered, under the direction of Alfonso Gadea, by IE Foundation and Ernst & Young.
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.
Please visit our online professional network and join our community of Automotive Social Media Marketing professionals at http://www.ADPsocialMarketing.com
Digital Video Effectiveness Study IAB Internet Advertising
Revenue Report Social Media Metrics Definitions
Tony Anderson, Online Media Sales
Gen-Y Media Inc.
www.genymediainc.com tony@genymediainc.com
Online Ad Sales
Ad Serving, DoubleClick, DART DFP, adapt
The Customer-First Imperative: Five Steps for Applying Social Media to Genera...NM Incite
This white paper outlines 5 steps for applying social media insights to transform global marketing and brand strategies:
1. Measure your social performance relative to ‘expected’ outcomes
2. Link your segmentation approach to online discussions
3. Overinvest in data hygiene
4. Cast a wide net
5. Maintain measurement consistency across brands and markets
How to achieve more with less resources in digital marketing? Specialisation is the answer. Let's discuss why creative and production skills can contribute best to digital marketing while being provided by separate partners. And how to make sure we don't sacrifice brand consistency, accountability and feedback loop insights in the process.
Brief proposal describing a methodology to improve market share from an implant manufacturing company, based on a composed formula sell in + sell out, aimed to clinicians and taking in account patient's preferences ('patient's journey').
Alfonso Gadea (presented in Straumann's HQ, Basel, Switzerland)
Foro Vacolba - El Mundo de Castilla y León - Proceso de compraAlfonso Gadea
Resumen con las principales conclusiones del #ForoVacolba, organizado por @Vacolba con El Mundo de Castilla y León en Valladolid sobre "El proceso de decisión de compra. Adaptarse o morir".
Vacolba, compañía de origen y con sede en Valladolid, es un partner de negocio orientado a la venta en internet, que opera desde el año 2006 como distribuidor oficial de Movistar de ámbito nacional.
Dossier corporativo de la empresa Vacolba con información de interés relativa a la empresa @Vacolba
Vacolba, compañía de origen y con sede en Valladolid, es un partner de negocio orientado a la venta en internet, que opera desde el año 2006 como distribuidor oficial de Movistar de ámbito nacional.
Planimedia - Partner de Ventas - Online + VozAlfonso Gadea
Planimedia® es un partner de ventas con un modelo que multiplica el ratio de conversión para un porcentaje de usuarios que buscan online, en PC y móvil, y prefieren una compra asistida.
Esto se traduce en un acortamiento del proceso de compra para una parte del target, aumento de la eficiencia y disminución de la pérdida de leads durante el customer journey.
www.planimedia.es
Mundo VUCA - Marcos Urarte (Pharos) para El Norte de CastillaAlfonso Gadea
El cambio no es algo nuevo. Todas las épocas han sido de cambio. Lo que caracteriza la nueva realidad es la velocidad del cambio. Es lo que caracteriza, según Marcos Urarte, un entorno VUCA: Volatility, Uncertainty, Complexity, Ambiguity. No es un concepto nuevo. El management lo ha tomado prestado del ejército americano y empieza a ser trendy - www.alfonsogadea.es
En España tenemos una farmacia por cada 2.186 habitantes, uno de los ratios más altos de Europa y muy lejos de países como Dinamarca (17.000 habitantes por Farmacia) o Suecia (5.000). En total suman más de 21.500 farmacias.
www.alfonsogadea.es
Hábitos digitales del médico iDoctus - SEMGAlfonso Gadea
En España el móvil es la principal plataforma de acceso a información médica para el 51% de los médicos y un 21% de los médicos ahorra más de 20 minutos al día gracias a la app profesional iDoctus.
http://www.alfonsogadea.es/espectro-apps-salud/
The consumerization of enterprise sales is already among us. B2B buyers are now mimicking consumer shopping behaviors.
http://www.alfonsogadea.es/b2b-is-the-new-b2c/
alfonsogadea.es
Los frescos son la categoría que básicamente diferencia a una enseña de distribución de otra. Mercadona pensó en su día que vendiéndolos en bandejas facilitaría la compra al cliente y aumentaría su eficiencia para ser más competitivo. La rectificación estratégica, sin embargo, va mucho más allá de tener fruta a granel y pescado directamente de la lonja. Juan Roig vio la oportunidad de trasladar esa eficiencia aguas arriba en la cadena de valor, integrando la cadena agroalimentaria y aumentando la productividad del sector primario nacional.
http://www.alfonsogadea.es/cadena-agroalimentaria-sostenible-mercadona/
Seguridad en la Información en Retail y Gran ConsumoAlfonso Gadea
En una tarde fría de un sábado de noviembre, Amanda necesita ropa de verano para sus próximas vacaciones en el Caribe. Empieza visitando el blog de Rita, una de las blogueras influyentes en el sector moda para conocer cuáles son las últimas tendencias...
Autor: Álvaro Arenas. Una publicación de la Fundación IE en colaboración con Ernst & Young. Director de proyecto: Alfonso Gadea
Orquestando el nuevo paradigma (informe cloud computing)Alfonso Gadea
Cada vez más organizaciones utilizan soluciones como la informática en la nube (cloud computing) para reducir el
gasto en TI, incrementar la rapidez de las implantaciones y garantizar un enfoque de negocio innovador. No obstante,
también están surgiendo dudas en torno a la seguridad, el cumplimiento y la privacidad.
La Nube representa un uso más eficiente de recursos, grandes volúmenes de información y respuesta en tiempo real a las necesidades de los clientes.
Autor: Alvaro Arenas. Publicación promovida, bajo la dirección de Alfonso Gadea, por Oracle y la Fundación IE.
Ha cambiado la forma de relacionarse con los clientes. La empresa sólo puede permanecer en el mercado si se adapta escuchando, conociendo y comunicando.
Escuchando de forma inteligente a través de todos los medios por los que el cliente decide hablar. Conociendo, más allá de la información transaccional, la información social. Comunicando sin notas de prensa, hablando con personas y como personas, y generando contenido que aporte valor.
Autor: Enrique Dans. Promovido por la Fundación IE en colaboración con Oracle. Director de Proyecto: Alfonso Gadea
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
In the Adani-Hindenburg case, what is SEBI investigating.pptxAdani case
Adani SEBI investigation revealed that the latter had sought information from five foreign jurisdictions concerning the holdings of the firm’s foreign portfolio investors (FPIs) in relation to the alleged violations of the MPS Regulations. Nevertheless, the economic interest of the twelve FPIs based in tax haven jurisdictions still needs to be determined. The Adani Group firms classed these FPIs as public shareholders. According to Hindenburg, FPIs were used to get around regulatory standards.
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Navigating the world of forex trading can be challenging, especially for beginners. To help you make an informed decision, we have comprehensively compared the best forex brokers in India for 2024. This article, reviewed by Top Forex Brokers Review, will cover featured award winners, the best forex brokers, featured offers, the best copy trading platforms, the best forex brokers for beginners, the best MetaTrader brokers, and recently updated reviews. We will focus on FP Markets, Black Bull, EightCap, IC Markets, and Octa.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
1. Beyond Clicks and Impressions: Examining the
Relationship Between Online Advertising and
Brand Building
Executive Summary
Advertisers increasingly think of online as a place to build their brands, but need greater
confidence that their online investments are helping them achieve their brand goals. This
paper explores both the role of online ads in brand building, as well as the best metrics for
measuring the success of Internet ads against marketers’ goals. Leveraging Nielsen’s advertising
effectiveness solutions to examine this relationship, the following conclusions will be discussed
in this paper:
1. Click-through rate is not the right metric to measure brand impact – virtually no relationship
exists between clicks and brand metrics or offline sales.
2. There is emerging evidence that brand metrics in response to online campaigns are correlated
with offline sales impact.
3. Online ads can succeed in driving brand impact, though success is not guaranteed and
advertisers must embrace new online branding metrics to separate themselves from the
competition.
Advertisers are lives – they access online at work (nearly
27 hours per user per month), on mobile
But what’s interesting is this growth is not
only from e-commerce advertisers looking
increasingly building (43 percent of US adults now own smart- to generate web traffic or drive sales.
phones), and even concurrently with other The Cambridge Group report also shows
brands online media (20% of U.S. adults watch TV while that in 2011 54 percent of those surveyed
There’s an old adage that advertisers using either a PC or mobile device on a believe online ads are highly effective at
follow consumers’ eyeballs, and over daily basis, according to the Media Behav- “enhancing brand/product image,” com-
the course of the last 10 years, there has ior Institute USA TouchPoints study.) pared to just 38 percent of respondents in
certainly been a remarkable rise in the a 2008 version of the study. As consum-
Additionally, more and more advertising
number of consumers online and the ers have integrated the Internet into their
dollars are finding their way online. In the
amount of time they’re spending there. lives, advertisers are increasingly inter-
2011 Advertising Outlook published by
ested in ways to better reach consumers,
Since 2003, the number of Americans The Cambridge Group (a Nielsen com-
deliver messages, and build ongoing
with Internet access has grown 34 percent pany), a survey of over 300 advertising
relationships through this medium. In
from 186.7 million to 249.3 million, ac- decision-makers from a variety of indus-
other words, these advertisers are looking
cording to Nielsen. This growth has not tries indicates that digital budgets have
to truly build their brands online.
come in a vacuum – online has increas- increased more than any other type of
ingly become integrated into consumers’ media in 2011.
4. How do online ads Despite some claims that “no one pays
attention to online ads,” Nielsen research
Nielsen research also shows that online
ads often increase overall awareness for
impact consumer shows that the average increase between the advertised brand. This is an especially
the control and exposed groups is highest important factor in driving new product
attitudes? for Ad Recall, an indication that consum- success – clearly, consumers must become
One of the key questions weighing on ers do remember exposure to an online ad aware of a new product before they can
advertisers’ minds is, “Are my online brand campaign. It should come as no surprise buy it.
ads working?” To answer this question, that the first step to influencing consum-
The “lower funnel metrics” – Brand Favor-
Nielsen analyzed results from over 500 ers through advertising is ensuring that
ability and Purchase Intent —are far more
online ad campaigns measured by Nielsen they notice and remember the ad itself.
difficult to influence than Awareness,
Online Brand Effect over the last year and The next question brand advertisers want Recall and Association, given that these
a half. to answer is whether online ad campaigns metrics require a change in consumer
In short, the answer is yes. Brand ads do can actually change the opinions and opinion or behavior.
on average succeed in moving the needle intentions of consumers. Following Ad
for most measured Brand Effect metrics, Recall, Message Association showed the
as shown in Figure 3. next highest average change, indicating
that online ads can also succeed in con-
veying a brand’s intended message.
Figure 3: Average Online Brand Effect Results
6%
4%
3%
1%
-1%
Brand Message Purchase Brand
Ad Recall Awareness Association Consideration Favorability
Well-executed online advertising can drive branding metrics.
Source: Nielsen
4