This document summarizes Resonate's approach to targeting consumers based on their motivations. Resonate uses machine learning models trained on survey responses and content signatures to understand 150 million online adults' values and purchase motivations. It finds that targeting based on motivations outperforms demographics-only targeting and industry benchmarks, with lifts of 20-30% in various areas. Resonate's approach scales survey-based motivational insights to large online audiences by matching survey respondents to their online behaviors, allowing for motivation-based targeting of addressable audiences.
The document discusses how digital advertisers can improve performance and engagement by adopting more advanced data-driven techniques. It describes a study where advertisers using these new techniques achieved a 32% average improvement in cost per action. The techniques included search and video remarketing and behavioral analytics. To fully realize the potential of digital advertising, the document recommends that advertisers embrace these advanced techniques, address data and strategy fragmentation, and make better use of digital marketing talent and capabilities.
Search and performance display - better together - Criteo - 2012Romain Fonnier
Search marketing has been an effective channel for advertisers, but it has limitations as users only spend 5% of their time searching and only 13% perform shopping queries. Performance display advertising can reach users the other 95% of the time and has synergies when combined with search. A study showed that combining search and performance display results in:
1) Enhanced performance across the entire purchase funnel by leveraging interest, intent, and engagement data.
2) Increased search activity, as users exposed to performance display ads click on organic search results 28% more.
3) Lower costs for advertisers, as exposed users click on paid search results 5% less.
4) An enhanced branding effect
Katana is an audience media solutions provider that uses personalization to target consumers researching education. It aggregates data from multiple sources to build audience profiles and target consumers with dynamic, personalized ads across different channels. Katana's five-step process involves collecting data, creating a campaign blueprint, developing personalized creative content, executing media buys, and analyzing performance with each iteration improving personalization. Personalized campaigns have been shown to increase consumer interest, awareness, recall, trust and interactivity with brands.
Discover how to create relationships. build advocacy and improve loyalty in your customer base using IBM Cognos Consumer Insight for social media analytics.
This document discusses two types of storytelling approaches for digital marketing: funnel-based and priming-and-reminding. Funnel-based uses a series of ads to walk consumers through the purchase funnel, starting with introducing the brand and ending with a clear call to action. Priming-and-reminding primes people with the brand story using video ads and reminds them of the story with display ads. Facebook tested these approaches and found most advertisers experienced positive lifts in outcomes like conversions compared to traditional direct-response ads.
The document discusses implementing a multi-channel marketing strategy to improve email marketing performance. A successful multi-channel strategy targets customers across multiple communication channels like email, print, online, and direct mail. It is important to collect customer data to send personalized, relevant messages through the channels customers prefer. Testing different channel combinations can provide insights into the most effective marketing approaches for different customer segments.
New Product Strategy- Online Marketing Manu Fotedar
Companies allow more people and a greater variety of audiences to view their latest products and services. This strategy effectively tests instead of assumes which markets and audiences will convert well, ultimately reducing the risk of no sales at all.
This document summarizes Resonate's approach to targeting consumers based on their motivations. Resonate uses machine learning models trained on survey responses and content signatures to understand 150 million online adults' values and purchase motivations. It finds that targeting based on motivations outperforms demographics-only targeting and industry benchmarks, with lifts of 20-30% in various areas. Resonate's approach scales survey-based motivational insights to large online audiences by matching survey respondents to their online behaviors, allowing for motivation-based targeting of addressable audiences.
The document discusses how digital advertisers can improve performance and engagement by adopting more advanced data-driven techniques. It describes a study where advertisers using these new techniques achieved a 32% average improvement in cost per action. The techniques included search and video remarketing and behavioral analytics. To fully realize the potential of digital advertising, the document recommends that advertisers embrace these advanced techniques, address data and strategy fragmentation, and make better use of digital marketing talent and capabilities.
Search and performance display - better together - Criteo - 2012Romain Fonnier
Search marketing has been an effective channel for advertisers, but it has limitations as users only spend 5% of their time searching and only 13% perform shopping queries. Performance display advertising can reach users the other 95% of the time and has synergies when combined with search. A study showed that combining search and performance display results in:
1) Enhanced performance across the entire purchase funnel by leveraging interest, intent, and engagement data.
2) Increased search activity, as users exposed to performance display ads click on organic search results 28% more.
3) Lower costs for advertisers, as exposed users click on paid search results 5% less.
4) An enhanced branding effect
Katana is an audience media solutions provider that uses personalization to target consumers researching education. It aggregates data from multiple sources to build audience profiles and target consumers with dynamic, personalized ads across different channels. Katana's five-step process involves collecting data, creating a campaign blueprint, developing personalized creative content, executing media buys, and analyzing performance with each iteration improving personalization. Personalized campaigns have been shown to increase consumer interest, awareness, recall, trust and interactivity with brands.
Discover how to create relationships. build advocacy and improve loyalty in your customer base using IBM Cognos Consumer Insight for social media analytics.
This document discusses two types of storytelling approaches for digital marketing: funnel-based and priming-and-reminding. Funnel-based uses a series of ads to walk consumers through the purchase funnel, starting with introducing the brand and ending with a clear call to action. Priming-and-reminding primes people with the brand story using video ads and reminds them of the story with display ads. Facebook tested these approaches and found most advertisers experienced positive lifts in outcomes like conversions compared to traditional direct-response ads.
The document discusses implementing a multi-channel marketing strategy to improve email marketing performance. A successful multi-channel strategy targets customers across multiple communication channels like email, print, online, and direct mail. It is important to collect customer data to send personalized, relevant messages through the channels customers prefer. Testing different channel combinations can provide insights into the most effective marketing approaches for different customer segments.
New Product Strategy- Online Marketing Manu Fotedar
Companies allow more people and a greater variety of audiences to view their latest products and services. This strategy effectively tests instead of assumes which markets and audiences will convert well, ultimately reducing the risk of no sales at all.
El Efecto Halo : the halo_effect_premium_publisher_study_jul2016Miguel Angel Urbina
Premium publishers delivered significantly higher brand lift (67% on average) than non-premium publishers from digital display and video ads. Premium publishers were over 3 times more effective at driving mid-funnel brand metrics like favorability and consideration. This enhanced effectiveness was partly due to higher viewability rates (50% vs 45%) and lower invalid traffic on premium publisher sites, but was mostly driven by the "halo effect" of the valuable contextual environment of premium publishers, which provided 51% higher advertising effectiveness.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
The document discusses the need for improved metrics to evaluate the effectiveness of digital advertising for brand campaigns. Specifically, it calls for (1) measures of efficiency in reaching the target audience (quantity) and (2) validating the value digital media adds to a brand (quality). It proposes that audience reach and frequency metrics (quantity) combined with engagement measures like dwell time (quality) can provide meaningful evaluations of digital advertising campaigns.
Five Keys to Profitable Growth with Google ShoppingAdlucent
With product listing ads (PLAs) now accounting for 30%-50% of paid search budgets, retailers must implement the right management and growth strategy in order to grow profitably. In this complimentary report, you'll learn five ways to grow your Google Shopping program. You'll also see how two retailers were able to achieve triple-digit growth in click-through rates, conversion, and revenue by implementing these tips.
How To Guide - Engaging Users with GamificationDemand Metric
This document provides an overview of gamification and its benefits for engaging online communities. It defines gamification as using game mechanics and design to make non-game applications more fun and engaging. Key benefits of gamification include increased engagement, loyalty, user generated content, and revenue. The document also lists several gamification software vendors and provides an action plan for developing a gamification strategy.
However, they constantly change to accommodate new parameters that influence social media users to upload relevant and user-friendly high-quality content and be more engaging. The experts at Columbus digital marketing company explain how social media algorithms work.
This document summarizes the key findings of Alterian's 2009 annual survey of over 1,000 marketers, agencies, and systems integrators. The survey found that marketers are shifting marketing budgets from traditional direct marketing to digital and social channels, with 40% anticipating over a 20% shift. However, many marketers are not prepared to leverage new techniques, with 42% not integrating web analytics into customer databases and 40% of marketing staff lacking necessary skills. A growing need for customer engagement is driving demand for new service providers to help marketers better coordinate resources and channels. While interest in social media is high, with 66% planning investments, many may not see full benefits without also investing in social media monitoring tools.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
The document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding how to implement successful personalization programs. Marketers want to improve measurement approaches to better evaluate campaign effectiveness and allocate resources appropriately. They also seek to consolidate relationships with fewer strategic vendors that can provide integrated solutions.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
This document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing their budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding individual customer needs. Marketers face challenges in developing personalized programs and measuring their effectiveness. They are looking to work with fewer strategic vendors that can provide integrated solutions to address these challenges. In 2014, marketers will consolidate spending and focus on personalization, measurement improvements, and partnering with select vendors.
This document is a capstone project that examines the ongoing debate around viewability in digital advertising. It argues that viewability is an overemphasized metric that does not provide useful insights into campaign success. The author conducted interviews and reviewed trade publications to determine that marketers, agencies, and publishers must work together to find sustainable solutions, such as marketers setting their own viewability standards and publishers optimizing websites and ad formats. Addressing ad fraud is also important to improve measurement and spending controls.
The document discusses research from comScore on the effectiveness of different digital media placement strategies. It finds that retargeting drives both online search and site visitations better than other display strategies in the short term. Using multiple strategies together often leads to higher results than single strategies alone. In later periods, retargeting and audience targeting strategies continue to perform well for driving visitations. The research is being expanded to examine how strategies affect brand metrics like awareness and favorability over time.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Shopper marketing is one of the fastest growing areas of advertising and promotions for CPG companies. Over the next three years, 83% of companies plan to increase their investments in shopper marketing, with 55% expecting to grow it over 5% annually. This is fueled by the need to better influence shoppers across the entire path to purchase and generate measurable results. Traditional media spending is declining as shopper marketing moves to center stage. CPG companies are investing in shopper marketing to capture insights on shoppers and create effective campaigns to engage deal-driven consumers in a fragmented marketing environment.
Digital marketing is the use of digital technologies and channels like the internet, mobile phones, and other digital mediums to market products and services. It involves techniques like search engine optimization (SEO) to improve search engine rankings, search engine marketing (SEM) which uses paid advertising, content marketing by creating and sharing content, social media marketing by promoting brands on social platforms, pay-per-click advertising where advertisers pay to show ads to users, and email marketing to send commercial messages to customers. Digital marketing allows brands to utilize technology and digital channels in their marketing strategies.
content marketing strategies targeting the right audience.pdfChiranjivi Lucky
The importance of digital marketing is growing in today’s business landscape, and it’s vital to deliver appropriate content to the correct audience. The content and messaging of content marketing campaigns should be tailored to match the demographics and behaviours of the target audience to maximise their effectiveness. You can achieve this by engaging, converting, and ultimately generating revenue.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Placement optimization, which allows advertising budgets to be dynamically allocated across Facebook and Instagram, led to improved campaign delivery over using Facebook alone in a study of 10 brand advertising campaigns. Specifically, placement optimization resulted in 4.1% higher reach and 5.2% lower cost per impression, on average. While there was no statistically significant difference in brand lift between the two approaches, placement optimization achieved the same level of lift at a lower average cost per lift of 10-27% due to its ability to reach more people within the same budget.
The document discusses various marketing concepts including the marketing mix, the 4 Ps of marketing (product, price, place, promotion), relationship marketing, social marketing, customer relationship management, consumer buying behavior, industrial buying processes, and target marketing. It provides definitions and explanations of these key marketing terms and concepts across multiple sections and paragraphs.
White paper: Are uniforms an effective marekting toolCutton Garments
“Uniforms are a more effective marketing tool than internet, newspaper, TV, radio and billboard advertising.” Our hypothesis, that uniform programs are an effective marketing tool and a viable form of advertising has been shown to be true. Our analyses found that the industries represented in our study believe that uniform programs are an effective form of advertising. As suspected, there is a positive correlation in companies whose uniform wearers are regularly exposed to the public and the belief that uniform programs are an effective marketing tool. In fact, uniform programs were considered a more effective marketing tool in the majority of cases when compared with six of the most popular forms of advertising.
White paper: are uniforms an effective marekting tool Cutton Garments
Uniforms are a more effective marketing tool than internet, newspaper, TV, radio and billboard advertising.” Our hypothesis, that uniform programs are an effective marketing tool and a viable form of advertising has been shown to be true. Our analyses found that the industries represented in our study believe that uniform programs are an effective form of advertising. As suspected, there is a positive correlation in companies whose uniform wearers are regularly exposed to the public and the belief that uniform programs are an effective marketing tool. In fact, uniform programs were considered a more effective marketing tool in the majority of cases when compared with six of the most popular forms of advertising
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
El Efecto Halo : the halo_effect_premium_publisher_study_jul2016Miguel Angel Urbina
Premium publishers delivered significantly higher brand lift (67% on average) than non-premium publishers from digital display and video ads. Premium publishers were over 3 times more effective at driving mid-funnel brand metrics like favorability and consideration. This enhanced effectiveness was partly due to higher viewability rates (50% vs 45%) and lower invalid traffic on premium publisher sites, but was mostly driven by the "halo effect" of the valuable contextual environment of premium publishers, which provided 51% higher advertising effectiveness.
At Advertising Week 2009, the 360 Media and Marketing Council of the Advertising Research Foundation presents "New Directions in Marketing Simulation Scenario Planning, Communications, Planning and Targeting."
Targeting has always been a primary ingredient in creating better, more focused communications plans. Some of the approaches used in the past to target, both online and offline, have been labeled as socio-economic, geo-demographic, product purchase, psychographic, contextual, behavioral, associative, etc. With advances in marketing mix modeling and the advent of Touchpoints planning initiatives, the need to be able to create a variety of “what-if” scenarios to identify the impact of different media/marketing plans on different groups of consumers is pivotal.
The document discusses the need for improved metrics to evaluate the effectiveness of digital advertising for brand campaigns. Specifically, it calls for (1) measures of efficiency in reaching the target audience (quantity) and (2) validating the value digital media adds to a brand (quality). It proposes that audience reach and frequency metrics (quantity) combined with engagement measures like dwell time (quality) can provide meaningful evaluations of digital advertising campaigns.
Five Keys to Profitable Growth with Google ShoppingAdlucent
With product listing ads (PLAs) now accounting for 30%-50% of paid search budgets, retailers must implement the right management and growth strategy in order to grow profitably. In this complimentary report, you'll learn five ways to grow your Google Shopping program. You'll also see how two retailers were able to achieve triple-digit growth in click-through rates, conversion, and revenue by implementing these tips.
How To Guide - Engaging Users with GamificationDemand Metric
This document provides an overview of gamification and its benefits for engaging online communities. It defines gamification as using game mechanics and design to make non-game applications more fun and engaging. Key benefits of gamification include increased engagement, loyalty, user generated content, and revenue. The document also lists several gamification software vendors and provides an action plan for developing a gamification strategy.
However, they constantly change to accommodate new parameters that influence social media users to upload relevant and user-friendly high-quality content and be more engaging. The experts at Columbus digital marketing company explain how social media algorithms work.
This document summarizes the key findings of Alterian's 2009 annual survey of over 1,000 marketers, agencies, and systems integrators. The survey found that marketers are shifting marketing budgets from traditional direct marketing to digital and social channels, with 40% anticipating over a 20% shift. However, many marketers are not prepared to leverage new techniques, with 42% not integrating web analytics into customer databases and 40% of marketing staff lacking necessary skills. A growing need for customer engagement is driving demand for new service providers to help marketers better coordinate resources and channels. While interest in social media is high, with 66% planning investments, many may not see full benefits without also investing in social media monitoring tools.
1. The document summarizes the key marketing trends for 2011 based on Unica's annual marketing survey.
2. Some of the top trends include marketers bridging the gap between data analysis and action, letting customers lead interactions through inbound marketing, and leveraging online behavioral data.
3. Marketers are also focusing on improving email integration and segmentation, treating mobile as multiple channels, and getting more serious about cross-channel attribution to understand effectiveness.
The document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding how to implement successful personalization programs. Marketers want to improve measurement approaches to better evaluate campaign effectiveness and allocate resources appropriately. They also seek to consolidate relationships with fewer strategic vendors that can provide integrated solutions.
What's Driving Digital Marketing in 2014? Conversant ResearchConversant, Inc.
This document summarizes the key findings of a research study on marketing trends in 2014. It found that marketers are focusing their budgets on fewer proven channels and tactics that deliver high returns. There is also a major focus on personalized marketing and understanding individual customer needs. Marketers face challenges in developing personalized programs and measuring their effectiveness. They are looking to work with fewer strategic vendors that can provide integrated solutions to address these challenges. In 2014, marketers will consolidate spending and focus on personalization, measurement improvements, and partnering with select vendors.
This document is a capstone project that examines the ongoing debate around viewability in digital advertising. It argues that viewability is an overemphasized metric that does not provide useful insights into campaign success. The author conducted interviews and reviewed trade publications to determine that marketers, agencies, and publishers must work together to find sustainable solutions, such as marketers setting their own viewability standards and publishers optimizing websites and ad formats. Addressing ad fraud is also important to improve measurement and spending controls.
The document discusses research from comScore on the effectiveness of different digital media placement strategies. It finds that retargeting drives both online search and site visitations better than other display strategies in the short term. Using multiple strategies together often leads to higher results than single strategies alone. In later periods, retargeting and audience targeting strategies continue to perform well for driving visitations. The research is being expanded to examine how strategies affect brand metrics like awareness and favorability over time.
Un estudio reciente del Boston Consulting Group (BCG) ha revelado que los editores que aprovechan por completo la oportunidad programática, que crece rápidamente, obtienen unas ganancias económicas medidas y una mejor posición en el mercado a largo plazo.
BCG completó recientemente un estudio global realizado entre 25 editores y aplicado a una serie de segmentos para entender mejor la contribución de la programática a los resultados finales de un editor.
Los resultados indicaron que los mejores editores que utilizan la programática de forma estratégica superan el promedio del mercado, lo que genera un porcentaje elevado de ventas programáticas a la vez que aumenta los CPM generales. Utilizan la tecnología con efectividad para operar de forma más eficaz y aumentar los ingresos y los márgenes.
En el informe se describen las cuatro mejores prácticas que los principales editores aplican para crear su sólido camino hacia los beneficios.
Shopper marketing is one of the fastest growing areas of advertising and promotions for CPG companies. Over the next three years, 83% of companies plan to increase their investments in shopper marketing, with 55% expecting to grow it over 5% annually. This is fueled by the need to better influence shoppers across the entire path to purchase and generate measurable results. Traditional media spending is declining as shopper marketing moves to center stage. CPG companies are investing in shopper marketing to capture insights on shoppers and create effective campaigns to engage deal-driven consumers in a fragmented marketing environment.
Digital marketing is the use of digital technologies and channels like the internet, mobile phones, and other digital mediums to market products and services. It involves techniques like search engine optimization (SEO) to improve search engine rankings, search engine marketing (SEM) which uses paid advertising, content marketing by creating and sharing content, social media marketing by promoting brands on social platforms, pay-per-click advertising where advertisers pay to show ads to users, and email marketing to send commercial messages to customers. Digital marketing allows brands to utilize technology and digital channels in their marketing strategies.
content marketing strategies targeting the right audience.pdfChiranjivi Lucky
The importance of digital marketing is growing in today’s business landscape, and it’s vital to deliver appropriate content to the correct audience. The content and messaging of content marketing campaigns should be tailored to match the demographics and behaviours of the target audience to maximise their effectiveness. You can achieve this by engaging, converting, and ultimately generating revenue.
Optimizing Audience Buying on Facebook and InstagramBlitzMetrics
Placement optimization, which allows advertising budgets to be dynamically allocated across Facebook and Instagram, led to improved campaign delivery over using Facebook alone in a study of 10 brand advertising campaigns. Specifically, placement optimization resulted in 4.1% higher reach and 5.2% lower cost per impression, on average. While there was no statistically significant difference in brand lift between the two approaches, placement optimization achieved the same level of lift at a lower average cost per lift of 10-27% due to its ability to reach more people within the same budget.
The document discusses various marketing concepts including the marketing mix, the 4 Ps of marketing (product, price, place, promotion), relationship marketing, social marketing, customer relationship management, consumer buying behavior, industrial buying processes, and target marketing. It provides definitions and explanations of these key marketing terms and concepts across multiple sections and paragraphs.
White paper: Are uniforms an effective marekting toolCutton Garments
“Uniforms are a more effective marketing tool than internet, newspaper, TV, radio and billboard advertising.” Our hypothesis, that uniform programs are an effective marketing tool and a viable form of advertising has been shown to be true. Our analyses found that the industries represented in our study believe that uniform programs are an effective form of advertising. As suspected, there is a positive correlation in companies whose uniform wearers are regularly exposed to the public and the belief that uniform programs are an effective marketing tool. In fact, uniform programs were considered a more effective marketing tool in the majority of cases when compared with six of the most popular forms of advertising.
White paper: are uniforms an effective marekting tool Cutton Garments
Uniforms are a more effective marketing tool than internet, newspaper, TV, radio and billboard advertising.” Our hypothesis, that uniform programs are an effective marketing tool and a viable form of advertising has been shown to be true. Our analyses found that the industries represented in our study believe that uniform programs are an effective form of advertising. As suspected, there is a positive correlation in companies whose uniform wearers are regularly exposed to the public and the belief that uniform programs are an effective marketing tool. In fact, uniform programs were considered a more effective marketing tool in the majority of cases when compared with six of the most popular forms of advertising
Promoting Your Content Marketing: Time to Orchestrate THE Concert of Paid Media
Content Marketing Institute research shows that new, creative approaches to paid content promotion are paying dividends to content marketers.
By Robert Rose, Chief Strategy Officer, Content Marketing Institute
There are four main tools used for promotion: advertising, sales promotion, public relations, and direct marketing. Advertising involves paid communication to promote a product, service, or idea. It follows the AIDA model of attracting attention, building interest, creating desire, and prompting action. Sales promotion uses incentives to drive short-term sales increases. Public relations involves managing a company's interactions and relationships with customers, employees, and other stakeholders. Direct marketing communicates directly with consumers through channels like direct mail, catalogs, telemarketing and websites without intermediaries. Effective promotional campaigns involve defining objectives, analyzing target audiences, developing messages, creating media plans, executing the campaign, and evaluating results.
The document discusses integrated marketing communication (IMC) strategies for Bodybalance Physiotherapy and Sport Injury Clinic. It outlines promotional objectives to increase customer base, brand awareness, and referrals. The IMC plan will use both push strategies like advertising and pull strategies like search engine optimization. Key performance indicators will measure the success of the social media-enabled communication mix and help improve marketing outcomes and customer loyalty. Ensuring data integrity and building trust is also important for the IMC plan.
Display advertising can influence customers at every stage of the marketing funnel by increasing brand awareness, driving further engagement with educational content, and boosting conversions. Research has found that display advertising leads to a 6% lift in brand awareness and a 94% increase in related keyword searches. It also results in a 140% increase in engagement with advertiser content and an 82% higher likelihood of prospects downloading content. When paired with search campaigns, display can produce a 119% lift in sales. Display makes an impact throughout the entire customer journey from awareness to purchase.
The document discusses operational communication strategies for advertising, including developing a creative brief, insight, promise, and creative ideas. It also covers advertising theories, research methods like pre-testing and post-testing, different types of media including above-the-line, below-the-line, and through-the-line approaches. Promotional tools like TV, print, radio, and direct marketing are also mentioned.
Directly targeting consumers based on their motivations and values can increase the relevance of marketing messages. Resonate uses machine learning models trained on survey responses and online behaviors to target over 150 million people based on 150 different motivations. Academic research shows targeting campaigns based on motivations outperforms tactics based only on demographics. Resonate's approach analyzes survey data and online behaviors to model motivations for large populations, enabling more effective targeting at scale.
This study analyzes approaches to increase brand equity for lingerie products using marketing strategies. The key factors identified to build brand equity are product variety, products that meet the target group, and integrated marketing communications. A survey found consumers had medium perceptions of identity, quality, and promotions, but high perceptions of social responsibility and innovation. The study recommends creating new brands focused on younger consumers and launching new products for older, loyal customers to increase sales revenue. Marketing strategies should address weaknesses by leveraging strengths and developing brand assets.
This study analyzes approaches to increase brand equity for lingerie products using marketing strategies. The study found that three key factors affect consumer perception and selection: product variety, products meeting the target group, and integrated marketing communications. The purpose is to increase brand equity and sales revenue. A survey found consumers had high perception of social responsibility activities and high competition among brands. The study recommends companies create new brands for younger consumers and launch new products for older, loyal customers to develop brand assets and increase sales.
This document provides an overview of developing a full-funnel marketing strategy for B2B companies. It discusses that prospects now research solutions online for a considerable time before contacting vendors. It then outlines the three levels of the marketing funnel: top-funnel focuses on brand awareness; mid-funnel focuses on content engagement and education; and bottom-funnel focuses on lead generation and sales conversions. The document emphasizes using a diverse set of marketing programs that target prospects throughout the entire funnel, not just one part, in order to guide them from awareness to purchase.
Conquering Obstacles in Multi-Channel Advertising
The benefits of cross-channel marketing are substantial, but the road to getting there is not smooth. Some such difficulties include:
Integrating data means making sure information is shared easily between systems so that you can see the whole picture of your customers' experiences.
Maintaining a standardized method of monitoring the success of a campaign across several platforms.
The dangers of bombarding your listeners with too much information.
Take the time to plan out your approach and persevere in the face of adversity.
This document discusses social media marketing and different types of advertisements. It begins by defining social media marketing as using social media sites to create content to attract attention and encourage sharing. This can help earn media exposure rather than relying on paid media. Social networks allow companies to interact directly with consumers in a more personal way than traditional marketing. The document then discusses different types of advertisements including online, email, newspaper, radio, television, and public speaking. It provides details on how each type of advertising can be an effective way to reach target audiences.
The document discusses advertising objectives such as increasing sales, encouraging trial and usage, and changing consumer attitudes. It also covers topics like DAGMAR, which is an approach for setting measurable advertising goals, brand objectives to make a brand top-of-mind for consumers, how consumer attitudes are shaped by advertising, different market structures defined by factors like competition and barriers to entry, and integrated marketing communication tools that combine different channels like advertising, PR, and digital marketing. The case study at the end discusses a cereal company that decreased its advertising budget despite falling sales, in an attempt to lower prices and become more competitive.
The document discusses the DAGMAR advertising model proposed by Russel H. Colley in 1961. According to the model, each purchase prospect goes through four stages: unawareness to awareness, comprehension, conviction, and action. These four stages are known as the ACCA advertising formula. The model aims to define advertising goals and measure advertising effectiveness by mapping the states of mind a consumer passes through. It is considered more comprehensive than earlier models like AIDA. The document also discusses advantages like defining objectives and measuring results, and disadvantages such as being difficult to implement and potentially inhibiting creativity.
This document discusses advertisement effectiveness and marketing research. It defines advertisement and explains how advertisement effectiveness measures how well advertising achieves its intended goals. The objectives of advertising include trial, retention, brand switching, and win-back. Advertising is important for customers, companies, and society. Effective ads create wants in viewers and provide information to satisfy those wants. Common advertising techniques include repetition, claims, associations, bandwagoning, and promotions. The intended outcomes of effective advertising are to expand sales, understand competitors, and build brand awareness. Different types of advertising include print, broadcast, email, internet, direct mail, social media, and outdoor. Targeted demographics depend on region and culture. Data collection shows trends over time in
Advertising is an integral part of marketing, and it plays a crucial role in promoting a product or service. In this article, we will explore the characteristics of advertising that make it an effective marketing tool.
Communication
Advertising is a means of communication between businesses and their target audience. Through advertising, businesses can convey information about their products or services, such as their features, benefits, and unique selling proposition (USP).
www.brandonwheelz.com
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How today's email marketing are connecting, engaging and inspiring customersCalvin Nguyen
This document summarizes key findings from a 2013 email marketing study. Some of the main points include:
- Marketers are increasingly collecting additional customer data like birthdates and ZIP codes to personalize messaging. However, most are still not personalizing emails sent to subscribers.
- Using techniques like pop-up windows, SMS collection, and iPad data entry have increased how marketers collect email addresses on websites and in stores.
- Confirmed opt-in mailings that require customers to confirm their subscription have much higher click rates than typical emails.
- While most marketers use multiple channels, only a small portion market based on customers' stated channel preferences. Most also do not let customers select the types
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1. The Science of Social
Media Advertising
A Research Study on Sequenced for
Call to Action vs. Sustained Call to
Action
Presented by:
2. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
Introduction
Advances in digital marketing offer unprecedented opportunities to target consumers in increasingly personalized ways. This type of targeting enables advertisers to leverage their existing customer relationship management (CRM) databases to find potentially high-value consumers. On Facebook, for example, where people express their unique identities, brands can target their audiences precisely and tailor their interactions with people in a way that can build lasting and powerful impressions.
This paper sets out to determine the differences in impact between presenting two types of marketing messages across an advertising campaign. It seeks to answer whether delivering marketing messages by leading a consumer down the marketing funnel is more effective than simply delivering a single strategy call to action (controlling for frequency).
Hypothesis
Little has been published about effective delivery strategies that can feed back into broader media decisions. We believe that sequencing ads together to tell a brand story before encouraging people to take an action will achieve better outcomes than a sustained call-to-action message. Beyond traditional media, digital mediums offer a unique opportunity to bring individual consumers down the marketing funnel by serving ads in sequence. They also enable marketers to have more control over the frequency and pacing of their messages on a person-by-person basis.
The Insights
This white paper features the results of a U.S.-based advertising research study conducted jointly by Adaptly, Facebook and Refinery29, a fashion and style website. Conducted in May 2014, the research was designed to help inform advertisers about how to improve their creative diagnostics, optimal frequency and sequencing within Facebook. The study experimentally demonstrates the value of sequencing creatives culminating in a call to action (CTA) over sustained creatives focusing exclusively on CTA. It also provides best practices for driving core business objectives through strategically changing the creative employed in digital advertising.
To Whom Does This Research Apply?
In addition to being relevant for pure direct-response marketers, this study should offer key insights to marketers interested in measuring and optimizing on a conversion path. Even brand advertisers seeking to change brand perceptions and shape brand affinities, can leverage digital to drive email subscriptions, mobile app downloads, coupon downloads, and even online sales. While this study focused on a brand in the fashion/retail space, we believe the findings apply more broadly to other industries.
3. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
To be most effective in their advertising efforts, advertisers should determine the level of brand equity they enjoy. If, for example, an advertiser has a high level of brand awareness, then advertising messages should more quickly focus on mid-funnel goals, such as driving purchase consideration. Or, if the brand enjoys a high-level of favorability, then marketing efforts can focus more on lower-funnel goals such as driving purchase intent or conversion.
Executive Summary
The results from this study show that sequencing ads together in a way that tells a bran story leads to better outcomes than a sustained message focused solely on driving an action. Digital media offers unprecedented opportunities to both target consumers and control the pacing and sequencing of creatives on a personalized level. This paper sets out to determine the impact between presenting two types of marketing messages across an advertising campaign. It seeks to answer whether delivering marketing messages by leading a consumer down the marketing funnel is more effective than simply delivering a single strategy call-to-action.
Adaptly deployed a campaign for Refinery29 in May 2014 on Facebook to target people in News Feed:
Refinery29 and Adaptly created a Facebook Custom Audience using Refinery29’s best email subscribers (achieved a 69% audience match rate on Facebook).
From the Custom Audience, Adaptly built a Facebook lookalike audience of over 2 million people who were also likely to become high-value customers. The entire audience was randomly assigned into 3 test cohorts for the experiment.
Refinery29 designed 3 creatives for each treatment group and Adaptly tailored the campaigns. The Sequenced for call-to-action (CTA) group was delivered across 12 days split evenly across each stage to “walk” people down the brand funnel: 1) top of the funnel ad for brand message 2) middle of the funnel ad for consideration 3) bottom of the funnel ad for call to action. Sustained CTA was targeted with 3 CTA focused ads each delivered for 4 days and with similar bidding strategies to the Sequenced for CTA campaign. The control group was not targeted with any Refinery29 campaigns on Facebook.
Digital marketing platforms such as Facebook provide unique opportunities for testing and optimizing creative messages, audience targeting, frequency and pacing. The research finds that a classic brand-building approach of delivering marketing messages in a purposefully sequenced manner has significant value.
4. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
To summarize the conclusions of the study:
1. Sequencing advertising is powerful. The practice of sequencing ads on a personalized level increases overall view-throughs by 87% and subscriptions by 56%.
2. Advertisers should build their story. If consumers see the entire ad sequence, an advertiser’s ability to lead a consumer down the brand funnel is significantly stronger.
Why Does This Matter? For any brand whose media is designed to bring its audience all the way through the marketing funnel, such as leveraging existing knowledge around the sequencing of creative within a campaign is important. To make campaigns more effective, there is great value in developing a creative strategy that first builds awareness and consideration before driving to conversion.
Research Study Overview
12-day campaign in May 2014
Same bidding strategy of ads across treatment groups (bid types, amounts, etc.)
Served in Facebook News Feed (desktop)
~600,000 reach, 1.6 average frequency per treatment group; Sequenced for CTA campaign achieved 4% better reach than Sustained CTA
5. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
The Experiment
As a way to evaluate the effective difference in advertising performance between sequencing creative messages vs. sustained CTA, Adaptly employed a treatment-and- control methodology with 3 groups:
Group 1: Sequenced for CTA creative to bring users through the marketing funnel
Sequenced for CTA Creative A: top of the funnel for general branding messaging / awareness - 4 days
Sequenced for CTA Creative B: middle of the funnel for product information / consideration - 4 days
Sequenced for CTA Creative C: bottom of the funnel for call-to-action for email sign-up / conversion - 4 days
6. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
Group 2: Sustained CTA
Adaptly structured delivery to mirror the sequenced for CTA group and ran Creative A for 4 days, B for 4 days, C for 4 days.
Group 3: Control – not targeted with Facebook Ads for any Refinery29 campaign
Audience Creation
Creating the right audience for this experiment was important. Refinery29 started with the most active 5%1 of its existing email subscribers. Then, Adaptly created a Custom Audience– a privacy-safe matching technique that employs matching hashed Facebook email addresses to hashed email addresses provided by a third party.
After achieving a 69.4% match rate, Adaptly employed Facebook’s lookalike audience tool to expand the campaign audience to include other people who resembled those in the original Custom Audience segment. This grew the total campaign audience to about 2 million people.
Finally, before running any media, we randomly assigned these 2 million people into 3 groups (sequenced for CTA, sustained CTA, and control).
1 This is a standard term in email marketing to describe how frequently a subscriber opens/clicks on emails. An “active” subscriber opens and clicks frequently.
7. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
Success Metrics
The primary metrics that Adaptly observed were the (1) the percentage of people who visited the landing page; and (2) the percentage of people who subscribed to Refinery29 emails.
* Data is based on Facebook conversion pixels placed on the landing and completion pages
Brand Awareness
Consideration
Conversion
Sequencing for CTA
Sustained CTA
vs.
8. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
The Results
Treatment vs. Control: Facebook Ads increased view-through and subscription rates by 9X
We compared the view-through rates and subscription rates of those in the treatment groups (people exposed to either the sequenced for CTA creative or the sustained call- to-action creative) to those in the control group (people not exposed to any Facebook Ads for any Refinery29 campaign). Adaptly observed a dramatic lift in the performance metrics of the treatment group. Given an effective targeting strategy on Facebook, Facebook Ads increase view-through and subscriptions.
* Rates are calculated based upon all people who had the “opportunity to see” at least 1 ad
9. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
Sustained CTA vs sequenced for CTA: Sequencing increased view-through by 87% and subscription by 56%
When comparing the two treatment groups (people exposed to either the sequenced for CTA creative or the sustained call-to-action creative) it is clear that the sequenced for CTA creative test group delivered better results. The practice of sequencing creative was better at generating interest in the landing page and email subscriptions.
* Rates are calculated based upon all people who had the “opportunity to see” at least 1 ad
10. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
By Creative: Consideration creative drove the most view-through
When Adaptly compared all 6 creative executions individually, the “consideration” creative, which provided a piece of sample content a person would expect from Refinery29, generated the most view-through and engagement with the landing page. The first call-to-action ad in the sustained CTA group was the runner-up and the call-to- action ad in the sequenced for CTA group tied with the second call-to-action ad in the sustained CTA group.
* Rates are calculated based upon all people who had the “opportunity to see” at least 1 ad during the 4- day period
** View-through attributed to the creative running during that timeframe
*** Control is averaged across the 3 periods
11. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
By Creative: Consideration creative also drove the most subscriptions
When Adaptly compared all 6 creative executions individually, the “consideration” creative also generated the highest conversion rates for email subscriptions. As seen in the view-through conversions, the first call-to-action ad in the sustained CTA group was the runner-up here. And, again, the call-to-action ad in the sequenced for CTA group tied with the second call-to-action ad in the sustained CTA group.
* Rates are calculated based upon all people who had the “opportunity to see” at least 1 ad during the 4- day period
** View-through attributed to the creative running during that timeframe
*** Control is averaged across the 3 periods
To tease out the effects of the “consideration” ad on conversion rates for the sequenced for CTA group, an additional analysis revealed that, after two models for predicting user-level conversions (with and without interaction effects between ads) were compared, there is an additive effect of being exposed to the sequence.2
2 The base model predicted user-level conversion with dummy variables for exposure to the first two ads. The second model included those two variables and an interaction effect between the ads. A chi-square test verified that
12. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
Full-funnel exposure: People who saw more ads generated higher interest and subscription rates
Not surprisingly, people who were exposed to all three creative in the sequenced for CTA converted at the highest rates. Having been “walked down” the conversion funnel, a step-by-step journey from awareness to consideration to conversion, consumers are more receptive to converting.
* Rates are calculated based upon all people who had the “opportunity to see” 1, 2, or 3 ads as appropriate.
the interaction between the two ads provided a statistically significant amount of information to a model predicting the likelihood of conversion.
13. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
Best Practices
Before embarking on a new marketing endeavor, an advertiser should consider its brand equity with consumers. Depending on a consumer’s knowledge about a brand, advertisers should change their messaging strategies to better resonate with those consumers. Assess brand equity. If an advertiser enjoys a high level of brand awareness, then advertising messages should more quickly focus on mid-funnel goals such as driving purchase consideration. Alternatively, if the brand enjoys a high-level of favorability, then marketing efforts should focus more on lower-funnel goals such as driving purchase intent or conversion. Find the right audience. An advertiser should leverage its existing customer base to identify similar people. Creative matters. An advertiser should deliver a sequenced marketing message across a campaign to build a brand story for consumers.
Conclusion
Digital marketing has become a standard element in every marketer’s strategy. But there remain unique strategies to efficiently deliver a series of creative messages to audiences with the right mix of targeting, frequency, and pacing. Digital marketing platforms such as Facebook provide unique opportunities for testing and optimizing creative messages, audience targeting, frequency, and pacing. The research finds that a classic brand- building approach of delivering marketing messages in a purposefully sequenced manner is a potent strategy to drive higher conversion rates. By strategically changing the creative employed in a digital advertising campaign, advertisers have the ability to achieve their core business objectives in an accurate and measured way.
For more social media advertising best practices visit www.adaptly.com, check out www.adaptlytalks.com, and follow www.facebook.com/adaptly
About The Research Participants3
Adaptly (www.adaptly.com) is a social media advertising technology company that provides marketers with an operating system for planning, managing, and analyzing cross-network social media advertising. Fortune 100 brands leverage Adaptly’s software and strategic services to optimize some of the most recognized social advertising campaigns on the web. For more information contact sales@adaptly.com
3 The three participants jointly agreed on the importance of the hypothesis and developed the test methodology. Refinery29 produced the creative assets. Adaptly implemented the targeting and ran the campaign. Facebook assisted with setting up the test groups and ran the analysis. Adaptly created this report with assistance from Facebook and Refinery29.
14. Adaptly, Inc New York | London | Chicago | Los Angeles www.adaptly.com sales@adaptly.com
Refinery29 (www.refinery29.com) is the largest independent style website in the United States and the fastest growing media company on the 2013 Inc. 500 list. Through its 24/7 original editorial content, global and local newsletter editions, and engaged social community, Refinery29 inspires millennial-minded women to live a more mindful, artful and enlightened life. For more information and to browse content, visit www.Refinery29.com.
Facebook (www.facebook.com) was founded in 2004, and its mission is to give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.