Using the results from over 500 econometric models over the last five years, Benchmarketing has proved that newsbrands continue to play a very important part in the modern media mix. As a result, advertising spend should return to 2013 levels for optimum effectiveness
Analysis of the IPA Effectiveness Awards – a bank of campaigns with proven commercial success – shows that including newsbrands in the media mix improves business performance and boosts the business effectiveness of other media.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
10,856 readers, five big brand campaigns and 700,000+ individual brand measurements demonstrate that newsbrands have a significant impact on brand health.
Analysis of the IPA Effectiveness Awards – a bank of campaigns with proven commercial success – shows that including newsbrands in the media mix improves business performance and boosts the business effectiveness of other media.
Peter Field analysed 108 UK cases from the IPA effectiveness awards databank 2012-2016, to understand the business effectiveness of UK newsbrands. This work builds on his previous analysis of 2012 and 2014 cases.
10,856 readers, five big brand campaigns and 700,000+ individual brand measurements demonstrate that newsbrands have a significant impact on brand health.
How to Optimize for Brand Effectiveness: Before & During Your CampaignExtreme Reach
Gathered from audience studies across digital and TV media, these insights will help you learn how to optimize your video campaigns for maximum brand effectiveness before they launch and while they're still running.
Measuring a deeper impact... and why ad measurement matters more than ever be...Ian Gibbs
The online advertising ecosystem has been built around an unsustainable preoccupation with clicks. Why is brand impact measurement so important and how do you do it in a scaleable cost effective way?
Presentation outlining:
Is the digital model we currently use flawed/
Content and brand selection
Platform evolution
For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/
The 12 Key Takeaways from SocialMediaExaminer's Industry ReportWishpond
We've analyzed and synthesized SME's industry report to give you the 12 key takeaways you need to know.
We give you the facts and stats (complete with bar-graphs and pie charts) and then the concrete takeaway that ensures you understand what you're seeing and can apply it for yourself.
Check it out! And a huge thanks to SME for their comprehensive study!
Extreme Reach Super Bowl 49 Brand Effectiveness StudyExtreme Reach
This year, a 30-second TV commercial during the Super Bowl cost about $4.5 million. And with that hefty, record-setting price tag comes a question we hear every year: which ad did the best? Which brand made the greatest impact with their Super Bowl investment? We’d like to help answer those questions.
In this study, we’ve compiled insights that reveal which brands ran the most effective Super Bowl ads based on brand lift data. We've analyzed the responses from the audience as a whole and looked at specific demographic segments as well.
Getting smart with ad data and measurement nov 16Ian Gibbs
Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?
As millions of people across the United States prepare for Super Bowl VI this Sunday, so advertisers are ramping up. Whether they are finalizing their cross-screen campaigns to supplement their television buy or otherwise looking for additional ways to engage with viewers, there’s one important question: where will consumer eyes truly be during the game?
To answer, we surveyed over 900 consumers across the AdColony platform to understand both their interest in the game and what they’ll be doing Sunday afternoon. Check out the results!
Gopromotional Providing The Latest BPMA Industry Research For 2013Gareth Parkin
Established in 1965, the British Promotional Merchandise Association (BPMA) is one of the UK's leading industry bodies dedicated to promoting best practice around the sourcing, manufacturing and distribution of promotional products. With more than 600 members, the BPMA is a creative and vibrant organisation setting the benchmark for expertise, quality and professionalism across the promotional marketing industry.
Most of the information published around Super Bowl ads tends to focus on social media metrics, sentiment and YouTube views. While these stories are always intriguing, hard data on how effective Super Bowl ads actually are – and if they are worth their hefty price tags – have yet to be released. For the first time ever, insights have been compiled that reveal which brands ran the most effective Super Bowl ads based on actual brand lift – finally answering the question of the year: is the $4 million investment in a 30-second Super Bowl spot really worth it?
OBJECTIVE
BrandAds conducted a study to determine the effectiveness of the advertisements that aired during the television broadcast of the 2014 Super Bowl™.
METHODOLOGY
The study was conducted across Internet-connected devices via the proprietary software platform, BrandAds Bridge and included 37,440 participants from around the United States. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from 5 choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group prior to the airing of the Super Bowl™ and by the separate exposed group after they had watched the Super Bowl™.
FINDINGS
The percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from -31.66% to 39.50%.
Trends in Social Media; a Focus on Content, Mobile and GeographyGGV Capital
Q3 2013 presentation by GGV Capital on trends in social media with a focus on content, mobile and geography. For more, follow GGV on Twitter @ggvccapital.
How to Optimize for Brand Effectiveness: Before & During Your CampaignExtreme Reach
Gathered from audience studies across digital and TV media, these insights will help you learn how to optimize your video campaigns for maximum brand effectiveness before they launch and while they're still running.
Measuring a deeper impact... and why ad measurement matters more than ever be...Ian Gibbs
The online advertising ecosystem has been built around an unsustainable preoccupation with clicks. Why is brand impact measurement so important and how do you do it in a scaleable cost effective way?
Presentation outlining:
Is the digital model we currently use flawed/
Content and brand selection
Platform evolution
For more information on this presentations visit The Internet Show ME 2011: http://www.terrapinn.com/exhibition/internet-show-middle-east/
The 12 Key Takeaways from SocialMediaExaminer's Industry ReportWishpond
We've analyzed and synthesized SME's industry report to give you the 12 key takeaways you need to know.
We give you the facts and stats (complete with bar-graphs and pie charts) and then the concrete takeaway that ensures you understand what you're seeing and can apply it for yourself.
Check it out! And a huge thanks to SME for their comprehensive study!
Extreme Reach Super Bowl 49 Brand Effectiveness StudyExtreme Reach
This year, a 30-second TV commercial during the Super Bowl cost about $4.5 million. And with that hefty, record-setting price tag comes a question we hear every year: which ad did the best? Which brand made the greatest impact with their Super Bowl investment? We’d like to help answer those questions.
In this study, we’ve compiled insights that reveal which brands ran the most effective Super Bowl ads based on brand lift data. We've analyzed the responses from the audience as a whole and looked at specific demographic segments as well.
Getting smart with ad data and measurement nov 16Ian Gibbs
Data is transforming marketing for the better and worse. What can publishers, brands and marketers do to make sure they're planning and measuring using the data that matters?
As millions of people across the United States prepare for Super Bowl VI this Sunday, so advertisers are ramping up. Whether they are finalizing their cross-screen campaigns to supplement their television buy or otherwise looking for additional ways to engage with viewers, there’s one important question: where will consumer eyes truly be during the game?
To answer, we surveyed over 900 consumers across the AdColony platform to understand both their interest in the game and what they’ll be doing Sunday afternoon. Check out the results!
Gopromotional Providing The Latest BPMA Industry Research For 2013Gareth Parkin
Established in 1965, the British Promotional Merchandise Association (BPMA) is one of the UK's leading industry bodies dedicated to promoting best practice around the sourcing, manufacturing and distribution of promotional products. With more than 600 members, the BPMA is a creative and vibrant organisation setting the benchmark for expertise, quality and professionalism across the promotional marketing industry.
Most of the information published around Super Bowl ads tends to focus on social media metrics, sentiment and YouTube views. While these stories are always intriguing, hard data on how effective Super Bowl ads actually are – and if they are worth their hefty price tags – have yet to be released. For the first time ever, insights have been compiled that reveal which brands ran the most effective Super Bowl ads based on actual brand lift – finally answering the question of the year: is the $4 million investment in a 30-second Super Bowl spot really worth it?
OBJECTIVE
BrandAds conducted a study to determine the effectiveness of the advertisements that aired during the television broadcast of the 2014 Super Bowl™.
METHODOLOGY
The study was conducted across Internet-connected devices via the proprietary software platform, BrandAds Bridge and included 37,440 participants from around the United States. Participants described how likely they were to purchase a product or service from a particular brand by choosing a single answer from 5 choices ranging from “very likely” to “very unlikely.” Surveys were completed by the control group prior to the airing of the Super Bowl™ and by the separate exposed group after they had watched the Super Bowl™.
FINDINGS
The percentage change in likelihood to purchase the advertised products and services, among the exposed group, ranged from -31.66% to 39.50%.
Trends in Social Media; a Focus on Content, Mobile and GeographyGGV Capital
Q3 2013 presentation by GGV Capital on trends in social media with a focus on content, mobile and geography. For more, follow GGV on Twitter @ggvccapital.
With the aim of engaging parents, grandparents and kids alike, this campaign sought to achieve standout in a cluttered market by creating a shared family moment and aligning activity with a spirit of adventure and a sense of heritage.
Join our weekly #CreditChat on Twitter & Google Hangouts every Wednesday at 3 p.m. ET.
The video panel included: Jill Castilla: President & CEO of Citizens Bank of Edmond; Rod Griffin: Director of Public Education at Experian and Mike Delgado: Social Media Community Manager at Experian.
This deck features tips from: @care4yourfuture, @FedChoiceFCU, @KOFETIME, @benpankonin, @ICBA_Jessica, @LisaWeinberger, @ConsolidatedUS, @FlaxJessica, @navicorePR, @debtcom, @Kasasa, @CitizensEdmond, @KasasaNews, and @HighYaReviews.
La Cámara Paraguaya de Comercio Electrónico (CAPACE) continúa con su ciclo de charlas mensuales con el fin de contribuir a una mayor capacitación y especialización de todo el sector.
Cómo las empresas pueden usar las herramientas que disponen en las redes sociales para lograr sus objetivos comerciales, las experiencias de las pymes y su día a día con las ventas en redes sociales, principalmente en Facebook serán los temas a desarrollar.
La charla es en marco a las jornadas de aprendizaje, reflexión y networking dirigido a socios y futuros socios de la cámara y a los referentes del ecosistema digital.
This presentation was created for members of the Venture Out accelerator in NYC. It covers a high level strategy on creating content that resonates with your target audience consistently.
Disampaikan pada Workshop Pengelolaan Lab Inovasi (Champions of Innovation)
Jakarta, 26 April 2016
Dr. Tri Widodo W. Utomo, MA
Deputi Inovasi Administrasi Negara/
Plt. Deputi Kajian Kebijakan LAN-RI
http://inovasi.lan.go.id
Psd to shopify, Shopify custom theme
Shopify template design
Shopify store redesign
PSD to shopify
Customization of Shopify plug-ins
PSD to Shopify template integration
Shopify custom search filter set up
Shopify development
Shopify api
Bug Fixing
Mobile Compatibility
Once a year, Greythorn produce an in-depth Market Report, which draws insights from resposnes to our annual surveys into our canddiate, contractor and client communities.
In this abridged version of the presentation you will find information from this Market Report around in-demand technologies, job activity trends, attitudes towards remuneration, training, work benefits, etc.as well as role-specific salary information which offers you, the hiring organisation, a useful compass to navigate the preferences of your current and future employee base.
Greythorn expect the information in the report to shape and influence internal Technology spend, trigger future projects, and devise talent attraction strategies. Greythorn would be delighted to present the full presentation in smaller intimate meetings with individuals, or we can deliver to larger audiences or in your monthly technology team meetings.
Please contact your dedicated and friendly Greythorn Account Manager today to request a meeting or call us on 02 9249 8000.
emedia conducted a marketing spend intention survey in February 2015. As we approach the end of the year it would be interesting to see whether the intention to spend mirrored actual spending during the year.
SURVEY: The digital marketing landscape in Belgium - The ReferenceThe Reference
The Reference Digital Marketing Survey for Belgium:
Has the Switch to digital happened?
Belgian companies are increasingly diverting budgets from offline marketing to digital marketing. A two-yearly survey by The Reference reveals that the number of companies that spend over half of their total marketing budget on digital is rising rapidly, from 26% two years ago to 37% in 2013. More importantly maybe, although 65% of companies plan to raise their digital marketing budgets – exactly as much as 2 years ago – now 50% of companies also plan to lower their offline marketing budgets.
Check out www.reference.be for full press release and other findings from the survey.
Check out our slide set for graphs and highlights
Medical Office Marketing ROI MeasurmentMichael Wolfe
This is a case study pertinent to hospitals and multi-office medical and dental practices that will enable them to do smarter and more effective marketing through a marketing effectiveness measurement system
Marketing effectiveness analytics & ROI measurement for Auto Services RetailingMichael Wolfe
Case where new & used car dealership chain needed to improve the effectiveness of their media spend and save money by eliminating ineffective programs. Using econometric models, this analysis showed how this chain was able to save 28% on their marketing spend and direct their investments toward more productive activities and grow overall sales 2.4%
Marketing effectiveness 2019 Wim Vermeulen and Peter Field Part 1wimvermeulen
Presentation for the Marketing Effectiveness 2019 event of BAM on February 5th, 2019.
The post-truth world has engulfed marketing. The self-appointed apostles of the digital revolution have led us badly astray; even the Mad Men and Women have lost the plot.
A counter revolution is underway, we call it the evidence-based way. Come along and hear what Wim and Peter have to say about what has gone wrong and what needs to change.
Peter Field explains why the current marketing model is broken and makes the case for getting back to marketing effectiveness, Wim Vermeulen talks about the way forward and examines today's most effective communication model and the TapForward effect.
Marketing Mix Models In a Changing EnvironmentAquent
Marketing Mix Models have been used successfully for years at consumer package goods (CPG) companies to increase their marketing effectiveness and efficiency. The four Ps (Product, Placement, Price, and Promotion) were as far as the models needed to go. Broad–based media was and is very expensive, which kept competition to a minimum. However, the marketing environment has changed in many ways and must be considered when looking to these models to improve marketing performance.
Magnetic’s latest research ‘Attention Pays: Optimising for Profit’ conducted with Benchmarketing analysed the Profit ROI of magazines within cross-platform media campaigns. The findings present a case for rebalancing the media mix. “At an aggregate level, the market is underinvesting in magazines, and not achieving the optimal profit ROI that they could be”
Attention Pays: Optimising for Profit answers questions like: What is the gap in investment across the market? What are optimum levels of investment for advertisers? How well do magazines perform on profit ROI?
Finding the waste in marketing spendingMichael Wolfe
Every marketing program has about 25-70% of its spending occurring on initiatives which generate very low returns which only generate a fraction of the break-even revenue of its spending. This analytics for identifying these more wasteful activities and the upside resulting from trading the high productive marketing activities for the more wasteful ones.
Getting closer to the Great British publicNewsworks
How do we plan media in an era where disruption reigns, predictions are unreliable and the country is split into groups of people that apparently loathe each other? Newsworks teamed up with Flamingo and Tapestry to find out more about how the Great British public defines itself.
Marshall McLuhan’s seminal work is 50 years old. The core insight – that a medium shapes and ‘massages’ the message within it – once shaped communications thinking. Newsworks commissioned a combination of qualitative and quantitative research to investigate its relevance following the digital revolution.
New research from the UK's largest independent media agency, the7stars, in partnership with Newsworks, reveals that 63% of the nation want more serendipitous online content.
Mummy and Daddy, what did you do in the Truth War?Newsworks
Patrick Barwise, emeritus professor of management & marketing at London Business School, on how digital media have contributed to a 'post-truth' world.
Vodafone synced the unveiling of its first broadband product with no line charges with the opening of the 24 hour tube, creating the ‘The Late Night Standard’ with MEC and ESI Media.
Sony Pictures' extensive cross-platform partnership with The Telegraph resulted in the biggest box office returns for over 45s Bond has ever had, proving that nobody does it better than newsbrands.
With cycling increasing in popularity in the UK, ŠKODA teamed up with The Telegraph to communicate its lifelong heritage with bikes via Tour de France related activity.
Unilever teamed up with Trinity Mirror to encourage communities to join in The Patron's Lunch celebrations, with a four-page pull out providing tips, tricks and recipes on how to host the ultimate local street party.
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
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
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.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
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.
The Forgotten Secret Weapon of Digital Marketing: Email
Digital marketing is a rapidly changing, ever evolving industry--Influencers, Threads, X, AI, etc. But one of the most effective digital marketing tools is also one of the oldest: Email. Find out from two Houston-based digital experts how to maximize your results from email.
Key Takeaways:
Email has the best ROI of any digital tactic
It can be used at any stage of the customer journey
It is increasingly important as the cookie-less future gets closer and closer
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
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
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
How to Use AI to Write a High-Quality Article that Ranks
The ROI study
1. The ROI study
Sales return
A meta-analysis of 500+ econometric models
2011 – 2016
2. Analysis conducted by
Sally Dickerson, managing director
of effectiveness consultancy
The ROI study
Part of the Omnicom Media Group
A graduate in Mathematics from Oxford, Sally joined Mars UK as a
market research analyst, later joining their Management Science
division. She co-founded The Decision Shop, part of Bates/Cordiant
then in 1999 joined the then OMD group and set up ROI (Return on
Investment) focused on market mix modelling, which became OMD
Metrics, then BrandScience, and is now Annalect Marketing Sciences.
In 2016 Sally created a new consultancy business, Benchmarketing,
running strategic quantitative consultancy projects using meta analysis.
She has also contributed to over 30 IPA advertising effectiveness
awards, been an IPA effectiveness award judge, and run marketing
effectiveness masterclasses for the Marketing Society and Chartered
Institute of Marketing. She was a judge on the inaugural Cannes
Creative Effectiveness Lions panel, in 2011 and again in 2013.
3. 3 key questions
1
How effective are campaigns
that use print newsbrands
versus those that do not?
2
What impact do print
newsbrands have on
the effectiveness of
other media channels?
3
What proportion of the
budget should be spent
on print newsbrands to
deliver optimum total
campaign ROI?
4. The evidence
Print newsbrands boost
overall campaign ROI by
three times on average
1
Print newsbrands make
TV twice as effective
and online display four
times as effective
2 3
Spend on print newsbrands
should return to 2013 levels,
and can be boosted further
by use of digital newsbrands
Source: Benchmarketing analysis of 500+ econometric models
7. SMI data provides a
representative picture
of actual media mix
Actual media
spend from
booking data
provided by 65%
of UK agencies
Data across
all above the
line media
Detailed breakdown
of digital spend across
display, video and
paid search
Breakdown
of newsbrand
spend across
print and digital
Source: SMI (Standard Media Index)
9. 50
%
0%
Digital channels accounted for a third of media spend in 2015
TV Cinema OOH Radio Magazines Print
newsbrands
Online
newsbrands
Other
digital
display
Digital
video
Search
43.0%
1.4%
9.4%
3.6% 3.4%
7.6%
2.1%
11.1%
5.8%
12.6%
9.7%
31.6%
Source: Total available categories SMI 2011-2015
10. 13.7%
12.5%
11.4%
9.6%
7.6%
1.7%
1.9%
2.3%
2.3%
2.1%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
2011
2012
2013
2014
2015
% spend over the year - All categories
TV Cinema OOH Radio Magazines Print newsbrands Online newsbrands Other digital display Digital video Search
Digital has grown from 21.7% in 2011 to 31.6% in 2015
Source: Total available categories SMI 2011-2015
17. Advertising x medium and message
PR, Media mentions, Buzz
Pricing vs competitors
Store universe changes
Product/Range changes
Brand awareness/perceptions
Competitor marketing
Competitor routes to market
Technological change
Seasonality
Economic change
Econometrics – identifying and assigning a
weight to the ingredients driving sales
21. R² = 0.9556
£0.0
£0.2
£0.4
£0.6
£0.8
£1.0
£1.2
£1.4
£1.6
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
RevenueROI
Print newsbrands % of total communications spend
Defining the relationship between spend and revenue
return
Each dot on the graph
represents a case in
our Results Vault
Here the data suggests as the %
of print newsbrands in the mix
increases, so does effectiveness
This is an example chart, not real data
22. Creating tertile groups of cases shows the revenue return
for low, medium and high spend levels
£0.0
£0.2
£0.4
£0.6
£0.8
£1.0
£1.2
£1.4
£1.6
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
RevenueROI
% of total communications spend
£0.0
£0.5
£1.0
£1.5
Tertiles of % of total communications spend
This is an example chart, not real data
23. 1
How effective are campaigns
that use print newsbrands
versus those that do not?
24. £9.08
£25.18
£18.82 £18.25
Total
campaign
revenue
ROI
Low 2-20% Medium 20-31% High 31-100%
Print newsbrand % of total campaign spend in retail
No print
newsbrand
spend
2015 spend levels
16.5%Retail
Print newsbrands
boost total campaign
ROI by 2.8 times,
but the category is
failing to spend at
optimum levels
Source: Benchmarketing/BrandScience Results Vault 2011 to 2015
25. £3.25
£5.55
£4.81 £4.55
Total
campaign
revenue
ROI
Low 1-3% Medium 3-10% High 10-31%
Print newsbrand % of total campaign spend
No print
newsbrand
spend
2015 spend levels
7.7%
Automotive
Print newsbrands
boost total campaign
ROI by 70%, but
advertisers are
neglecting this at a
cost to their business
Automotive
Source: Benchmarketing/BrandScience Results Vault 2011 to 2015
26. £1.49
£8.47
£6.76
£3.91
Total
campaign
revenue
ROI
Low 2-5% Medium 7-22% High 22-37%
Print newsbrand % of total campaign spend
No print
newsbrand
spend
2015 spend levels
7.9%
FinanceAutomotive
Print newsbrands
boost overall
campaign ROI by up to
5.7 times but
advertisers are
missing out on large
additional revenues by
not including
newsbrands in the mix
Finance
2015 spend levels
7.9%
Source: Benchmarketing/BrandScience Results Vault 2011 to 2015
27. 2
What impact do print
newsbrands have on
the effectiveness of
other media channels?
28. Print newsbrands
make TV spend
work twice as hard
£6.49
£12.22
£5.72
£10.82
TV
revenue
ROI
Low 2-10% Medium 10-12% High 12-18%
Print newsbrand % of total campaign spend in combined services
No print
newsbrand
spend
Combined
services
Source: Benchmarketing/BrandScience Results Vault 2011 to 2015.
Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other Services(Online & Offline)
29. Print newsbrands
boost online display
and video by up to
four times£12.46
£20.96
£17.42
£55.98
Online
display
revenue
ROI
No print
newsbrand
spend
Low 2-10% Medium 10-12%
Print newsbrand % of total campaign spend in combined services
High 12-18%
Combined
services
Source: Benchmarketing/BrandScience Results Vault 2011 to 2015.
Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other Services(Online & Offline)
30. £4.84
£12.10
£13.33
£8.28
Online
display
revenue
ROI
Low 2-10% Medium 10-12% High 12-18%
Print newsbrand % of total campaign spend in finance
No print
newsbrand
spend
2015 spend levels
7.9%
FinanceAutomotive
Print newsbrands also
boost online RROIs by
an average of 2.3
times in finance
Finance
Source: Benchmarketing/BrandScience Results Vault 2011 to 2015
31. £4.02
£40.45
£11.34
£55.82
Radio
revenue
ROI
Low 2-7% Medium 7-22% High 22-37%
Print newsbrand % of total campaign spend in combined services
No print
newsbrand
spend
2015 spend levels
7.9%
FinanceAutomotive
Combined services:
print newsbrands
boost radio revenue
by up to 10 times
Finance
Combined
services
Source: Benchmarketing/BrandScience Results Vault 2011 to 2015.
Combined services includes: Finance, Retail, Telecoms, Travel & Leisure, Media, Government/Social/Political, Other Services(Online & Offline)
32. £1.70
£3.21
£0.45
£3.15
Radio
revenue
ROI
Low 2-7% Medium 7-22% High 22-37%
Print newsbrand % of total campaign spend in finance
No print
newsbrand
spend
2015 spend levels
7.9%
Finance
Print newsbrands
boost radio revenue
by up to 1.9 times
in finance
Finance
Source: Benchmarketing/BrandScience Results Vault 2011 to 2015
33. 3
What proportion of the
budget should be spent
on print newsbrands to
deliver optimum total
campaign ROI?
34. The data
from the meta
analysis allows us
to build response
curves for each
channel, by which
we calculate the
optimum split for
any given budget
Revenue
£m
Media investment £m
800
900
Online Display
TV
Online Search
Newspapers
VOD
Outdoor
Magazines
Radio
TV Sponsorship
Cinema
Source: BrandScience channel planning sales analysis 2015
35. 0%
13%
22%
24%
26% 26% 26%
27% 27%
26%
24%
22% 21% 21% 20%
19%
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80
Total annual campaign budget £m
Print newsbrands should form a significant proportion
of the mix for all budget levels in supermarket retail
Recommended % spend on print newsbrands to optimise total campaign ROI
Source: BrandScience channel planning sales analysis 2015
42. The evidence
Print newsbrands boost
overall campaign ROI by
three times on average
1
Print newsbrands make
TV twice as effective
and online display four
times as effective
2 3
Spend on print newsbrands
should return to 2013 levels,
and can be boosted further
by use of digital newsbrands
This study represents an unprecedented insight into how advertising works for newsbrands. It is a bespoke analysis of Omnicom’s econometrics data vault
•500 statistical models, identifying immediate and longer term impact on revenue and Return on investment
•Models across multiple categories covering the last five years, and combined with industry spend sources – Standard Media Index and Nielsen
• We focus on the impact of newsbrands in a multimedia and increasingly digital media mix, in terms of incremental sales and Revenue Return On Investment
For this particular study Newsworks wanted the answers to 3 key questions:
1. How effective are campaigns that use print newsbrands versus those that do not?
2. What impact do print newsbrands have on the effectiveness of other media?
3. What proportion of the budget should be spent on print newsbrands to deliver optimum total campaign ROI?
Print newsbrands have a respectable direct ROI vs other offline channels, but there is evidence across all categories that including print newsbrands in the mix improves the overall campaign ROI – by an average of THREE times
Not only that, but print newsbrands boost the ROI of other channels – they make TV twice as effective, online display four times as effective and radio between four and ten times more effective.
It is no surprise that newsbrand advertising has been in sharp decline. Our analysis shows that the exodus has been overdone, the optimal mix % for print newsbrands is closer to 2013 levels than current 2015/2016 levels – the pendulum has swung too far
Our evidence comes from hundreds of econometric modelling projects run by BrandScience, between 2011 and 2015
•Spans six different categories
Combined services (retail, finance, travel, entertainment, government and telecoms)
Retail
Finance
Travel/Transport
Automotive
FMCG
We look at all channels as part of our modelling. One point to note though is that digital newsbrands are included in online display in the econometric models. No-one has yet modelled digital newsbrands as a separate channel. However we know that they complement print incredibly well, and boost print ROI when included.
So our analysis focuses on print newsbrands and their role in the total campaign mix.
Let’s look first at the advertising spend context. The challenge has been to establish the true picture of spend across channels, especially in digital.
So for this analysis we have used a source called Standard Media Index, which provides a much more accurate and representative picture of the actual media mix.
It is based on actual media spend from booking data covering 65% of UK media agency billings. The data covers all above the line media. Importantly it provides a detailed breakdown of digital spend across display, video and paid search. So for newsbrands it covers spend both in print and in digital.
Combining print and digital newsbrands, the picture is one of decline. Although investment in digital newsbrands is growing, it is not yet compensating for the exodus from print.
Source: Total available categories SMI 2011-2015Newsbrands = Newspapers (inc newspaper magazines), Digital newsbrands
Looking at SMI for the calendar year 2015, we can see that TV is still the biggest single channel, , digital combined comes in at a third of total spend and newsbrands account for just under 10% of the market.
% spend over the year – All categories
Source: Total available categories SMI 2011-2015Newsbrands = Newspaper Magazines, Newspaper, Digital PrintDigital = Digital Video, Digital Display, Digital Programmatic, Search
Investment in print newsbrands has declined from 13.7% in 2011 to 7.6% in 2015.
Source: Total available categories SMI 2011-2015Print newsbrands = Newspapers (inc newspaper magazines)
Looking at individual categories,
In retail print newsbrands remain the number #2 channel despite the decline
Source: SMI retail category 2011-2015Print newsbrands = Newspapers (inc newspaper magazines)
Looking at individual categories,
In automotive there has been sharp decline in the spend in print newsbrands
Source: SMI automotive category 2011-2015Print newsbrands = Newspapers (inc newspaper magazines)
Looking at individual categories,
In finance spend in print newsbrands has declined less sharply
Source: SMI finance category 2011-2015Print newsbrands = Newspapers (inc newspaper magazines)
Combining print and digital newsbrands, the picture is one of decline. Although investment in digital newsbrands is growing, it is not yet compensating for the exodus from print.
Source: Total available categories SMI 2011-2015Newsbrands = Newspapers (inc newspaper magazines), Digital newsbrands
So that sets out the advertising spend context.
We’ll now turn to the performance of print newsbrands in driving return on investment. Before we do so, a few words on the methodology, and how we got there.
If sales are a cake, econometrics determines the recipe
To understand return on investment of media, we need to be able to identifying and quantifying ALL key drivers of sales and revenue.
The ingredients will usually include:
The Advertising x Medium and Message
PR, Media mentions, Buzz
Pricing vs competitors
Store universe changes
Product/Range changes
Brand awareness/ perceptions
Competitor marketing
Competitor routes to market
Technological change
Seasonality
Economic change
The technique assigns a weight to each ingredient
Once the ‘recipe’ is known, we can reproduce the cake by combining the weighted ingredients
We isolate and quantify drivers of sales. This chart is a very simplified illustration of that, showing the sales pattern over time broken down by the different drivers, in this case a combination so enabling calculation of Revenue return on media investment
So excluding all other factors we can isolate the contribution of each channel to sales, take away the investment on that channel, and you get the RROI – as per this example table
Meta analysis is analysis of analysis results – the “meta data”
It’s common in pharmaceuticals, clinical drugs trials
One trial isn’t enough, you need hundreds so as to be sure of your results
If all the trials come up with the same answer, that’s a very strong result
If the trial results are different, then being able to explain robustly why they are different – different dosage, different demographic sample - is again a result and new learning
Using our cake analogy – we can work out whether better tasting cakes always use butter rather than margarine in the recipe, and whether using three eggs works better than two
Scatter graphs allow us to see relationships in data.
Here in this example chart, used for illustration, we can see the relationship between media spend and revenue return. Specifically looking at print newsbrands
Percentage of total comms spend and the revenue ROI.
Each dot on the graph represents an econometric model case in our Results Vault.
Here the data suggests as the % of print newsbrands in the mix increases, so does effectiveness
In order to see the relationship more clearly, we create tertile groups of case, according to their print newsbrand spend as a % of the overa;ll media mix. This creates robust groups, on which we can report the average Y axis score for each group - ie the average Revenue ROI
So on to our first question…
How effective are campaigns that use print newsbrands versus those that do not? Is it better to have print in the mix?
In each of the following charts we will look at grouping of low, medium and high spenders on print newsbrands, as well as an additional group, those spending no money in print newsbrands, and then the total campaign revenue ROI per £1 spend for each of those groups
In Retail: Print Newsbrands boost total campaign ROI by 2.8 times, with the optimum return when they are 20% to 31% of the mix. In all cases it is always better to have print newsbrands in the mix.
Source: Brand Science Results Vaults 2011 to 2015 – excludes outliers and incomplete models
In automotive, print newsbrands boost total campaign ROI by 70%, with the spend sweet spot between 3-10%
Automotive – total comms revenue ROI vs. print newsbrand % of total campaign spend
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
Financial Services campaigns boost overall campaign ROI by up to 5.7 times when print newsbrand spend is between 7% and 22%
Financial services – total comms revenue ROI vs. print newsbrand % of spend
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
So we know then from our results that it is always best to have print newsbrands in the mix, and we know the average levels to deliver optimum return.
This is not about comparing individual channels but rather acknowledging that most if not all campaigns are multimedia and that we need to know the role of print newsbrands in the mix.
Our second question relates to how print newsbrands boost the effectiveness of other channels within the mix.
Using the same format, comparing groups by level of spend in print newsbrands we looked at the impact on the average TV revenue ROI. For this analysis we looked at the wider combined services category to get a bigger sample of models.
The results showed that including print newsbrands in the mix make TV spend work twice as hard, doubling the average revenue per £1 spent on TV.
Using the same format, comparing groups by level of spend in print newsbrands we looked at the impact on the average online display revenue ROI. For this analysis we looked at the wider combined services category to get a bigger sample of models.
The results showed that including print newsbrands in the mix makes online display spend work up to four times as hard,
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
And even in the finance category print newsbrands boost online display ROIs by an average of 2.3 times
Finance – online total revenue ROI vs. print newsbrand % of spend
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
And the same is true for radio, where the inclusion of print newsbrands in the mix, boosts radio revenue ROI by up to 10 times in combined services.
Combined services – radio total revenue ROI vs. print newsbrands % of spend
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
In finance there is also a positive story the effect of print newsbrands on radio revenue, where they boost the radio revenue ROI by almost two times
Finance – radio total revenue ROI vs. print newsbrand % of total campaign spend
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
Source: Results Vaults 2011 to 2015 – excludes outliers and incomplete models
So what we’ve shown so far is how vital print newsbrands are to both overall campaign revenue ROI, boosting it on average by three times, and also to the effectiveness of other channels, making TV spend up to two times more effective, online display up to four times and radio as much as ten times.
The final question then, using all this data, is how much should you spend on newsbrands. We know the ranges that deliver the optimum spend across the categories, but what is the sweet spot and how does that differ by budget level?
Our Results Vault across the last 10 years feeds a channel planning for sales system
We analysed ROIs across data points in each category and generated average response curves
Curves that “go flat” suggest high diminishing returns and no benefits to spending, unless that curve is flat and above all others
We can take an annual budget and optimise the overall ROI for the spend, by changing the mix
It’s a simple hill-climbing optimisation that picks the highest and the slopi-est points by medium.
We then use this to calculate the optimum channel split for any given budget.
In retail, we have looked at supermarkets. Here the average spend is around £40m and larger spenders are at around £80m.
The range from our tertile analysis was 20-31%. Here we can see that the sweet spot for the average spender is at 27%.
In finance the average spend is around £25m and larger spenders are at around £50m.
The range from our tertile analysis was 7-22%. Here we can see that the sweet spot for the average spender is at 21%. Average spend in 2015 was much lower at 7.7%.
In automotive the average spend is around £20m
The range from our tertile analysis was 3-10%. Here we can see that the sweet spot for the average spender is at 11%. Average spend in 2015 was much lower at around 8%
Print newsbrands have a respectable direct ROI vs other offline channels, but there is evidence across all categories that including print newsbrands in the mix improves the overall campaign ROI – by an average of THREE times
Not only that, but print newsbrands boost the ROI of other channels – they make TV twice as effective, online display four times as effective and radio between four and ten times more effective.
It is no surprise that newsbrand advertising has been in sharp decline. Our analysis shows that the exodus has been overdone, the optimal mix % for print newsbrands is closer to 2013 levels than current 2015/2016 levels – the pendulum has swung too far