While few would claim to know exactly what the future holds, many pundits do agree that cookies likely have a diminished role in digital advertising’s future. MaxPoint’s Casey Priore addresses the concerns of today’s conventional wisdom and offers insight into approaches that don’t rely on the crumbling cookie. Join Casey as he analyzes the issues in the current state of digital, offers some fresh alternatives and shows several success stories from brands and retailers that have found a better path.
You know the importance of your brand and logo.
When you extend your brand online, a static logo isn’t enough. With the new world of interactivity and app-like experience you want to create a brand language that reinforces your values and personality.
From integrating secondary graphics to bringing elements alive, the way a brand is presented has the power to engage or lose an audience. Join us for examples and lessons you can use to think differently about your brand on the web.
Matt Ramerman, Vehicle
Michelle Schmoelzer, AT&T
The Power of Real Time Marketing through Mobile
The ultimate goal of many marketers is to deliver highly personalized content, real-time, relative to what a consumer is doing “now.” This means truly delivering the right message, right person, right place, and right time, while addressing them by name. Now combine this with the Omni-presence of the mobile channel and the result is a tremendously powerful advertising tool.
Learn how AT&T is doing just this by leveraging dynamic, personalized content through mobile video to drive significant customer engagement and increase loyalty.
Mainstream but Muted discusses how cannabis brands can market themselves using basic strategies like compelling content, influencers, experiences, and advocacy given advertising restrictions. It recommends focusing content for both B2C and B2B audiences on specific platforms like a strain explorer. It also suggests using influencers and live events to engage audiences offline and capture emails while creating advocacy through shareable content.
This document provides strategies for online retailers to maximize sales during the holiday season. It notes that the 2013 holiday season will be the biggest yet with online sales growth outpacing in-store growth. Key strategies include optimizing search, product listing, and display ads. Retargeting is also important, with customized lists for different customer segments. Social media and mobile will play an increasing role. Analyzing data and utilizing all available advertising formats across devices is critical to winning the online "Super Bowl" of the holiday season.
IAB Canada Metrics 2015 - The Art and Science of Hyper Local - Dilshan Kathri...IAB Canada
This document discusses the art and science of hyper-local marketing. It outlines how marketers can target audiences based on location, behavior, and context to drive offline to online engagement. Some key strategies discussed include eliminating geo fraud, targeting frequent visitors to locations or chains within a certain proximity, identifying international travelers or small business owners, and using behavioral data like purchase history to infer income. The document also covers optimizing hyper-local campaigns through store visit metrics, multi-layered targeting filters, and detecting high performing locations and audiences.
Ken Fenyo, Consumer Markets Lead, Fuel by McKinsey & Co.
Matt Nichols, General Partner, Commerce Ventures
David Anderton-Yang, Researcher, MIT Media Lab
Ashwin Ramasamy, Co-Founder and Chief Marketing Officer, PipeCandy
Mobile is Eating Our World
Mobile is eating our world, perspectives on the next chapter in mobile (hint its multi platform and worldwide)
The pace of mobility is accelerating, consumer and enterprise markets are adopting smart phones and tablets at frenetic pace. Perspectives from Chief Strategy Officer, Russ Whitman of Ratio about how to take advantage of the next chapter in mobile.
Mobile Myth Busters
Mobile advertising is unique and introduces a number of new challenges for digital media professionals. One of the biggest challenges is wading through all the noise and data to separate fact from fiction. This session explores the myths vs. the realities of mobile media. It covers topics ranging from tracking to targeting, including the key players, products, and pricing models in the mobile media landscape.
You know the importance of your brand and logo.
When you extend your brand online, a static logo isn’t enough. With the new world of interactivity and app-like experience you want to create a brand language that reinforces your values and personality.
From integrating secondary graphics to bringing elements alive, the way a brand is presented has the power to engage or lose an audience. Join us for examples and lessons you can use to think differently about your brand on the web.
Matt Ramerman, Vehicle
Michelle Schmoelzer, AT&T
The Power of Real Time Marketing through Mobile
The ultimate goal of many marketers is to deliver highly personalized content, real-time, relative to what a consumer is doing “now.” This means truly delivering the right message, right person, right place, and right time, while addressing them by name. Now combine this with the Omni-presence of the mobile channel and the result is a tremendously powerful advertising tool.
Learn how AT&T is doing just this by leveraging dynamic, personalized content through mobile video to drive significant customer engagement and increase loyalty.
Mainstream but Muted discusses how cannabis brands can market themselves using basic strategies like compelling content, influencers, experiences, and advocacy given advertising restrictions. It recommends focusing content for both B2C and B2B audiences on specific platforms like a strain explorer. It also suggests using influencers and live events to engage audiences offline and capture emails while creating advocacy through shareable content.
This document provides strategies for online retailers to maximize sales during the holiday season. It notes that the 2013 holiday season will be the biggest yet with online sales growth outpacing in-store growth. Key strategies include optimizing search, product listing, and display ads. Retargeting is also important, with customized lists for different customer segments. Social media and mobile will play an increasing role. Analyzing data and utilizing all available advertising formats across devices is critical to winning the online "Super Bowl" of the holiday season.
IAB Canada Metrics 2015 - The Art and Science of Hyper Local - Dilshan Kathri...IAB Canada
This document discusses the art and science of hyper-local marketing. It outlines how marketers can target audiences based on location, behavior, and context to drive offline to online engagement. Some key strategies discussed include eliminating geo fraud, targeting frequent visitors to locations or chains within a certain proximity, identifying international travelers or small business owners, and using behavioral data like purchase history to infer income. The document also covers optimizing hyper-local campaigns through store visit metrics, multi-layered targeting filters, and detecting high performing locations and audiences.
Ken Fenyo, Consumer Markets Lead, Fuel by McKinsey & Co.
Matt Nichols, General Partner, Commerce Ventures
David Anderton-Yang, Researcher, MIT Media Lab
Ashwin Ramasamy, Co-Founder and Chief Marketing Officer, PipeCandy
Mobile is Eating Our World
Mobile is eating our world, perspectives on the next chapter in mobile (hint its multi platform and worldwide)
The pace of mobility is accelerating, consumer and enterprise markets are adopting smart phones and tablets at frenetic pace. Perspectives from Chief Strategy Officer, Russ Whitman of Ratio about how to take advantage of the next chapter in mobile.
Mobile Myth Busters
Mobile advertising is unique and introduces a number of new challenges for digital media professionals. One of the biggest challenges is wading through all the noise and data to separate fact from fiction. This session explores the myths vs. the realities of mobile media. It covers topics ranging from tracking to targeting, including the key players, products, and pricing models in the mobile media landscape.
Facebook has become a go-to platform for digital advertising due to its strong targeting capabilities, performance metrics like cost per action, and massive scale. It offers various ad formats like images, video, carousels and stories. While it can deliver awareness, traffic, engagement and conversions, advertisers must have a strategy for targeting, budgeting across platforms, and creative testing to improve results. Attribution and retargeting tools also allow measuring offline sales driven by online ads.
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian HewetsonIAB Canada
Even after all of these years, more media is bought based on the cheapness of the click than any other KPI, even though the click has no correlation to real success. Using the latest measurement techniques across both mobile and desktop to examine this issue, Eyereturn will show the effects of the industry's long standing addiction to the click, and what we can all do to help break the habit.
Thom Clark jobber som Head of video i iProspect Play UK. Under Digital Performance 6.april holdt han foredrag om hvordan video bør brukes i en lønnsom data driven marketing-strategi.
Mobile marketing is highly effective due to people's intimate relationship with their smartphones. People check their phones 85 times per day, providing constant access to potential customers (Paragraph 1). Content is easily shared between mobile users, allowing for viral potential (Paragraph 2). Mobile searches often directly lead to purchases, so businesses should optimize for discoverability on mobile (Paragraph 3). Personalized offers and payment options on mobile encourage sales and conversions (Paragraphs 4-5). Interactive ad formats keep audiences engaged on mobile (Paragraph 6). With mobile ownership exceeding basic utilities, mobile should be a core part of any marketing strategy (Conclusion).
The ways consumers prefer to interact with brands has changed drastically throughout the years. If your business doesn’t adapt to serving customers the way they want to be served, you will get left behind. Two years ago T-Mobile launched its first Un-carrier initiative, which freed customers from the contractual obligations that have been the standard of the wireless industry, giving customers the option to walk away from T-Mobile at any time, for any reason. With this change, customer loyalty became an even more critical focus for the brand.
In this session, T-Mobile together with TouchCommerce will discuss best practices for understanding what the customer wants and needs at the turn of a dime. Original research and key insights related to how to best serve and engage customers on a brand's website will be shared thereby providing session attendees with data-based techniques on how to improve customer experience and satisfaction online.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
The need for an Omnichannel marketing strategy
A single view of the customer - A single view of the user’s lifecycle
Drive significant ROI through Omnichannel marketing – Industry examples and best practices
How AI and machine learning can boost your Omnichannel campaign performance
Brian Ferrario of Drawbridge, Inc. session at the Seattle Interactive Conference 2014.
Over 90% of consumers use multiple devices sequentially to accomplish online tasks, yet advertisers continue to have disjointed conversations with their customers by taking a siloed approach to digital advertising. Brands who are early adopters of smart, scalable cross-device advertising solutions have a head start in establishing and maintaining a seamless conversation with customers.
Driving Growth With Omnichannel Marketing MoEngage Inc.
Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. This presentation covers the strategies and best practices to implement omni-channel user engagement to drive growth for your company in 2019.
Building A Successful Digital Customer JourneyMiel Van Opstal
The document discusses building a successful digital customer journey. It emphasizes adopting a customer-centric mindset and focusing on solving customer problems, simplifying processes, and connecting with customers. Data from different digital touchpoints should be connected to provide responsive customer experiences and conversion journeys. Inbound marketing strategies, customer-centric content, and smart brand interactions are key, with the goal of owning the relationship between the brand and customers.
Olapic and Movable Ink's webinar presentation, which reviews the 2016 customer-centric digital trends discussed at an industry breakfast event between TalkTalk, Wool and The Gang and Venture Beat.
In this webinar presentation you’ll learn:
-2015 insights into customer online buying behavior
-3 major customer-centric digital marketing trends for 2016
-Leveraging digital trends with Google Customer Match Advertising
Greggs Marketing Presentation Teesside University OwainBrennan1
The document outlines recommendations to improve Greggs' digital presence and adapt to changes in consumer behavior during the pandemic. It recommends (1) improving the Greggs app to allow click and collect orders and add loyalty features, (2) introducing voice ordering capabilities on the app, and (3) promoting all of Greggs' distribution channels to increase awareness. A campaign is proposed using social media, advertising, and a new app to build loyalty and convenience for customers ordering on-the-go food digitally or for pickup. The effectiveness of the recommendations and campaign will be evaluated through sales, online sentiment, and engagement analytics.
Marketers in 2016 will turn to bleeding edge applications of technology to gain the attention of consumers. Traditional means of storytelling and getting consumer engagement are being replaced by new approaches to capture attention and target audiences To grab and keep their attention, marketers will have to be more tech-savvy than ever. This presentation will cover the top 10 digital marketer trends for 2016.
For more from eMarketer: http://www.emarketer.com
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
Keynote for Colruyt Group for an innovation / R&D inspiration meeting about the coming changes in consumer technology and the impact they have on retail and point-of-sales interaction.
Big Optimization in a Mobile-First WorldDialogTech
From the DialogTech Digital Summit in Chicago, hear DialogTech Digital Marketing Lead, Kelley Schultz, discuss bid optimization in a mobile-first world
Making Mobile Marketing Budgets Count in the Age of Ad BlockingSyniverse
In this webinar, Syniverse’s Rob Hammond (@tech2dollars) and mCordis’s Paul Berney (@paulbmobile) examine the rise of ad blocking tools and the implications for mobile marketers. This presentation explores best-practice examples for optimizing engagement with mobile-first customers.
Stonefire and its agency Mosaic wanted to increase brand awareness and generate new sales through an awareness campaign. However, a traditional campaign would not provide enough contextual relevance. Mosaic leveraged ShopLiftr's advertising platform to serve geo-targeted ads displaying the closest participating retailer to viewers. When clicked, ads brought viewers to recipe pages highlighting promotions near them. This allowed the campaign to drive awareness while also promoting conversions.
What's Right For My Business at DOYO Live by Mark DinovitzDOYO Live
The document is a presentation by Mark Dinovitz on digital media options for businesses. It discusses using different digital channels like display, video, search, and social media to build brand awareness, engage customers at different stages of the buyer journey, convert audiences into customers through actions like purchases, and foster customer loyalty. It provides examples of key performance indicators and tactics that would be suitable for objectives like awareness, consideration, purchase and advocacy. The presentation aims to help businesses understand their needs and choose the right digital marketing strategies.
Facebook has become a go-to platform for digital advertising due to its strong targeting capabilities, performance metrics like cost per action, and massive scale. It offers various ad formats like images, video, carousels and stories. While it can deliver awareness, traffic, engagement and conversions, advertisers must have a strategy for targeting, budgeting across platforms, and creative testing to improve results. Attribution and retargeting tools also allow measuring offline sales driven by online ads.
IAB Canada Metrics 2015 - Eyereturn - The Truth About Clicks - Ian HewetsonIAB Canada
Even after all of these years, more media is bought based on the cheapness of the click than any other KPI, even though the click has no correlation to real success. Using the latest measurement techniques across both mobile and desktop to examine this issue, Eyereturn will show the effects of the industry's long standing addiction to the click, and what we can all do to help break the habit.
Thom Clark jobber som Head of video i iProspect Play UK. Under Digital Performance 6.april holdt han foredrag om hvordan video bør brukes i en lønnsom data driven marketing-strategi.
Mobile marketing is highly effective due to people's intimate relationship with their smartphones. People check their phones 85 times per day, providing constant access to potential customers (Paragraph 1). Content is easily shared between mobile users, allowing for viral potential (Paragraph 2). Mobile searches often directly lead to purchases, so businesses should optimize for discoverability on mobile (Paragraph 3). Personalized offers and payment options on mobile encourage sales and conversions (Paragraphs 4-5). Interactive ad formats keep audiences engaged on mobile (Paragraph 6). With mobile ownership exceeding basic utilities, mobile should be a core part of any marketing strategy (Conclusion).
The ways consumers prefer to interact with brands has changed drastically throughout the years. If your business doesn’t adapt to serving customers the way they want to be served, you will get left behind. Two years ago T-Mobile launched its first Un-carrier initiative, which freed customers from the contractual obligations that have been the standard of the wireless industry, giving customers the option to walk away from T-Mobile at any time, for any reason. With this change, customer loyalty became an even more critical focus for the brand.
In this session, T-Mobile together with TouchCommerce will discuss best practices for understanding what the customer wants and needs at the turn of a dime. Original research and key insights related to how to best serve and engage customers on a brand's website will be shared thereby providing session attendees with data-based techniques on how to improve customer experience and satisfaction online.
Google makes more than 500 algorithm updates a year. LinkedIn now offers more ways to connect with sales prospects than ever before. Keeping track of the changes in digital marketing can make your head spin.
Review this presentation to learn what works today and what you should be thinking about as we head into 2017.
Sheila Kloefkorn, of KEO Marketing Inc, named a top 25 Interactive, Social Media, SEO and Advertising Agency by the Phoenix Business Journal, will walk you through the most important trends you should be thinking about heading into 2017.
The need for an Omnichannel marketing strategy
A single view of the customer - A single view of the user’s lifecycle
Drive significant ROI through Omnichannel marketing – Industry examples and best practices
How AI and machine learning can boost your Omnichannel campaign performance
Brian Ferrario of Drawbridge, Inc. session at the Seattle Interactive Conference 2014.
Over 90% of consumers use multiple devices sequentially to accomplish online tasks, yet advertisers continue to have disjointed conversations with their customers by taking a siloed approach to digital advertising. Brands who are early adopters of smart, scalable cross-device advertising solutions have a head start in establishing and maintaining a seamless conversation with customers.
Driving Growth With Omnichannel Marketing MoEngage Inc.
Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. This presentation covers the strategies and best practices to implement omni-channel user engagement to drive growth for your company in 2019.
Building A Successful Digital Customer JourneyMiel Van Opstal
The document discusses building a successful digital customer journey. It emphasizes adopting a customer-centric mindset and focusing on solving customer problems, simplifying processes, and connecting with customers. Data from different digital touchpoints should be connected to provide responsive customer experiences and conversion journeys. Inbound marketing strategies, customer-centric content, and smart brand interactions are key, with the goal of owning the relationship between the brand and customers.
Olapic and Movable Ink's webinar presentation, which reviews the 2016 customer-centric digital trends discussed at an industry breakfast event between TalkTalk, Wool and The Gang and Venture Beat.
In this webinar presentation you’ll learn:
-2015 insights into customer online buying behavior
-3 major customer-centric digital marketing trends for 2016
-Leveraging digital trends with Google Customer Match Advertising
Greggs Marketing Presentation Teesside University OwainBrennan1
The document outlines recommendations to improve Greggs' digital presence and adapt to changes in consumer behavior during the pandemic. It recommends (1) improving the Greggs app to allow click and collect orders and add loyalty features, (2) introducing voice ordering capabilities on the app, and (3) promoting all of Greggs' distribution channels to increase awareness. A campaign is proposed using social media, advertising, and a new app to build loyalty and convenience for customers ordering on-the-go food digitally or for pickup. The effectiveness of the recommendations and campaign will be evaluated through sales, online sentiment, and engagement analytics.
Marketers in 2016 will turn to bleeding edge applications of technology to gain the attention of consumers. Traditional means of storytelling and getting consumer engagement are being replaced by new approaches to capture attention and target audiences To grab and keep their attention, marketers will have to be more tech-savvy than ever. This presentation will cover the top 10 digital marketer trends for 2016.
For more from eMarketer: http://www.emarketer.com
Creating a seamless end-to-end customer experience has never been more important. Consumers expect information how they want it, when they want it, and on whatever device they’re currently using. Join us to learn how ExactTarget Marketing Cloud customers have incorporated mobile into the customer lifecycle to drive engagement, provide real-time customer support, and create the ultimate connected experience.
Keynote for Colruyt Group for an innovation / R&D inspiration meeting about the coming changes in consumer technology and the impact they have on retail and point-of-sales interaction.
Big Optimization in a Mobile-First WorldDialogTech
From the DialogTech Digital Summit in Chicago, hear DialogTech Digital Marketing Lead, Kelley Schultz, discuss bid optimization in a mobile-first world
Making Mobile Marketing Budgets Count in the Age of Ad BlockingSyniverse
In this webinar, Syniverse’s Rob Hammond (@tech2dollars) and mCordis’s Paul Berney (@paulbmobile) examine the rise of ad blocking tools and the implications for mobile marketers. This presentation explores best-practice examples for optimizing engagement with mobile-first customers.
Stonefire and its agency Mosaic wanted to increase brand awareness and generate new sales through an awareness campaign. However, a traditional campaign would not provide enough contextual relevance. Mosaic leveraged ShopLiftr's advertising platform to serve geo-targeted ads displaying the closest participating retailer to viewers. When clicked, ads brought viewers to recipe pages highlighting promotions near them. This allowed the campaign to drive awareness while also promoting conversions.
What's Right For My Business at DOYO Live by Mark DinovitzDOYO Live
The document is a presentation by Mark Dinovitz on digital media options for businesses. It discusses using different digital channels like display, video, search, and social media to build brand awareness, engage customers at different stages of the buyer journey, convert audiences into customers through actions like purchases, and foster customer loyalty. It provides examples of key performance indicators and tactics that would be suitable for objectives like awareness, consideration, purchase and advocacy. The presentation aims to help businesses understand their needs and choose the right digital marketing strategies.
Integrated Marketing Communications/ IMC Plan for studentsManju Princy
Easy guide to MBA students
Integrated Marketing Communications.
The IMC Plan/Process.
To know the IMC process carried out to achieve the marketing objectives.
To help students to craft the IMC plan for any business.
Consumer Engagement: How to Reach & Engage Consumers Across DevicesRakuten Marketing
A decade of digital innovation has changed the way consumers interact with technology, engage with brands and relate to one another. Consumers expect interactions with a brand to be connected, personalised and relevant, regardless of how they engage – a challenge in a world of siloed marketing channels.
In this booklet, we will address the challenges marketers face and go through the key steps you need to take in order to reach and engage consumers.
Rakuten Display provides innovative advertising solutions for reaching consumers across digital channels and devices. They aim to deliver personalized, consistent brand experiences through display advertising optimized for engagement. Rakuten Display offers solutions for branding, prospecting, retargeting, and retention, with transparency into campaign performance across the consumer journey.
Digital Marketing: Are You Ready to Go Agile?" Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
Digital Marketing: Are You Ready to Go Agile?Mohamed Mahdy
Digital marketing requires an agile approach that allows companies to listen to customers, respond quickly, and adapt strategies based on measurement. An agile strategy encompasses the ability to listen to social media, respond to customer needs in real time, measure the effectiveness of campaigns, adapt quickly to failures or market changes, and anticipate future customer wants. Companies must change their culture to prioritize experimentation and rapid testing in order to successfully execute an agile digital strategy.
4 steps to better engaging audiences using mobile technologyCarlos R. Guevara
Audiences want captivating and engaging advertising that's relevant to them. Something that can be done effectively using mobile technology. Learn the 4 steps to better engaging audiences using mobile technology in this free eBook.
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.
APPPL Combine is a hybrid, Innovative & fast growing multinational marketing communication agency, which operates on a borderless front, having owned offices in Singapore, UK, India and Hong Kong. Our intelligent and smart operations are at service for our clients, virtually 24 hours a day spread across all our offices and collaborative networks.
How HR Professionals Can Recruit Top Employees with Mobile Advertising MarketingPurplegator
This document discusses how mobile technology can be leveraged for recruitment purposes. It outlines how mobile usage has increased dramatically, with people checking their phones over 100 times per day on average. It then provides examples of how companies have used targeted mobile advertising campaigns on platforms like Facebook and LinkedIn to recruit candidates for specific roles. Metrics are shared on the success of sample mobile recruitment campaigns for Aldi and a hospital, demonstrating high engagement rates. The document concludes by advising readers to define goals, audiences, and investments when developing a mobile recruitment strategy.
An Insider's Guide to Mobile AdvertisingOrigami Logic
This document provides an overview of best practices for mobile advertising. It discusses:
- Leveraging mobile within cross-channel campaigns by taking advantage of mobile's unique targeting capabilities.
- Capturing mobile audiences at scale by advertising on top apps with high traffic volumes or through highly targeted campaigns.
- Enhancing relevance through location-based targeting using methods like geofencing, shopping apps, and location-aware apps.
- Driving conversions through the top four social media channels for mobile - Facebook, Snapchat, Instagram, and Pinterest.
- Creating engaging mobile ad experiences through native ad formats that match the layout of app content.
- Improving organic mobile search traffic by optimizing mobile website speed
Talent Acquisition and Recruitment for Healthcare HR Departments | ats MobilePurplegator
Mobile devices have become integral to people's lives, surpassing traditional media consumption, and companies are developing hybrid mobile and social media strategies to more precisely target and engage with potential job candidates. This involves using mobile advertising approaches like geofencing, demographics targeting, and retargeting through platforms like Facebook to pinpoint the most relevant audiences for open positions rather than broad online campaigns. An example mobile recruitment campaign outlines goals, targeted audiences, and an estimated $7,500 budget over 10 weeks using mobile display ads, Facebook mobile newsfeed ads, and retargeted banners.
This document provides information about an individual's marketing career and services. It discusses 15 years of online marketing experience including degrees, awards and creating brands. Services offered include digital audits, strategy workshops, campaign execution across online/social platforms, and performance measurement. Client examples and case studies are presented for Allianz and Griffith College campaigns. Tools used for different marketing functions are also listed. The overall message is that the individual helps clients grow through integrated online and offline marketing solutions.
Transforming from a campaign-based approach to a more customer-centric one spans the considerations
needed to effi ciently manage all aspects of the Connected Journey. In 2016, multi-channel marketing (MCM)
enters a new and exciting phase that merges time-tested best practices with the trends that are driving digital
performance today
THE HOLISTIC, ONE-STOP MARKETING SOLUTIONS PROVIDER.
We want our clients to be fully assured that their marketing campaigns are in good hands at all times—from the planning stages, to execution, to sustenance and post-campaign analytics, we support you in creating the most effective work possible.
Tips & Tricks for Digital Marketing Campaigns this Christmas Semrush
Patrick Conway from AdRoll’s Account Management Team gives expert advice and often-overlooked strategies to deploy in your marketing campaigns for Christmas.
Visual Communication Planner 3: Strategy made easyGabriele Carboni
Planning your communication strategy doesn’t have to be complicated. Analyse, outline and create a visual plan of your web communication strategy with this simple (free) tool.
Download the Visual Communication Planner on http://visualcommunicationplanner.com and get your free resources!
English version 3.0
Brand Activate specializes in field marketing for the wine and spirits industry. They create strategic programs that connect target consumers to brands through innovation, technology, and talent. Their experienced staff execute programs nationwide that drive measurable results and sales increases through promotions, events, training, and analytics. They took one brand from a 37% sales decrease to a 30% increase through a focused girls' night out program and line extension launch.
Similar to When Cookies Go Stale: What the Future of Digital Advertising Looks Like (20)
Connect is both the lifeblood of capitalism, and its most volatile competitive field. In this Arena, the mightiest of brands compete – in a state of near permanent transformation – to be the primary point of connection between people, between things, and between people and things. Over the next 100 years, humans will experience the equivalent of 20,000 years of technological advancement. In the Decade of Possibility, changes that once took decades will happen in years – or even months, driving a revolution in the ways people and things Connect. What does this mean for brands? Everything…
Experience may be the best teacher, but how does a team experience accessibility? We generally learn best by doing or feeling for ourselves. An accessibility workshop has the power to bring that immediate sense of understanding to teams – and personal understanding results in better solutions. In this session, Jess Vice outlines why accessibility is a strategic investment. With her expertise in UX and design responsibility, she will walk the audience through a framework for a tactical accessibility workshop to make equitable design a priority for every team.
The Metaverse and blockchain-based tokens sound like nerdy buzzwords but they represent the bleeding edge of new opportunities for brands to cultivate relationships with their audience, from creating new product experiences to building real communities.
Luis will share his entirely subjective view on what's possible here based on nearly two years of immersion in the space (which feels like seven years in web3 world).
You'll hear about:
+ Tapping into an emerging wellspring of creativity
+ Harnessing technology to empower the audience
+ Nurturing environments of authenticity and fascination
+ Leveraging new kinds of data for programmability and insights
Steve Barrett is the Executive Creative Director of Tether, a full-service branding agency founded in Seattle in 2008. Tether helps both start-ups and large brands develop strong brands and tell compelling brand stories across various disciplines and consumer touchpoints. The document provides information about Tether's services, team members, and past work, and outlines a goal to update Tether's logo and visual identity system to better represent the agency in 2020 and beyond.
There is a massive shift happening in the social and media space as GenZ and Younger Millennials are shifting their time and attention away from traditional social platforms and leaning into healthier, community-based options. The trust in news and influencers is on the decline, and this is changing the landscape quickly.
From a brand perspective, all of the iOS and Android changes are forcing marketers to rethink targeting, audiences and shift toward interests, passions and other signals.
These two forces (consumer and marketer shifts), along with the economy, are creating the most important inflection point for businesses and people in over a decade.
So some scientists mapped thousands of brain cells....why should you care? Rachel and Jenny tell the crazy cool stories behind the complicated science of the Allen Institute. In this session, you’ll learn marketing, communications, and SEO tips to promote complex topics to your audience. From building relationships with subject matter experts to finding surprising angles that make technical topics approachable, you’ll walk away with new ideas to make any tricky topic shine and to grow your audience beyond just the experts.
As we are in a global market, there’s more to win over international audiences than just translate text into another language or simply updating UI components. Localizing your user experience design is to adapt international products for a specific region to create relevant and appropriate experiences for users. With extensive experience in UX/UI design and visual design for the global audience, Shantelle Liu will share the the matters, the definition, and best practices of localizing user experience design.
History is not simply a chronology of events that happened in a particular order. History is a meticulously curated phenomenon of power. How history is created -and who gets to tell that story- has one of the most significant impacts on our society. But we never talk about it.
In this talk, we’re going to! We will explore how history is constructed and how we can use that knowledge to create the legacy for which we want to be remembered. We will learn about the roles of presence and absence in history-making and how those who leverage those roles often control power. We will also discuss practical ways in which we can all reclaim our personal agency and drive the narrative that will become our lives, our families, and our society.
Learning Objectives:
+ Discover the secrets to history-making that have remained unchanged for centuries.
+ Learn how to actively write your own story in the way you’d wish to be remembered.
+ Take-away four techniques to help harness the power of your own story."
As much as we take photos throughout our lives and now grab screen captures of our connected virtual moments, the tools will converge as we move through the metaverse. The way we capture what we see will change, but our want to remember, interpret (editing), re-imagine (editing!) and share will continue.
Getting people to your website is just the first step. Once they're there, your content needs to keep them engaged long enough to get them to the call to action. The best way to engage readers is through stories, so in this presentation, Alison Ver Halen will provide actionable tips you can use to include stories in your content that demonstrate the value your business provides so your target audience is primed to take your call to action.
The constant pressure on marketers to prove return on ad spend (ROAS) is receiving particular emphasis heading into 2023. Economic headwinds are signaling uncertainty, retail is transforming rapidly as shoppers return to stores after over two years of quarantine and a mainstay of digital advertising — third-party cookies — are continuing to collapse.
The good news is that marketers don’t have to navigate these challenges (and opportunities) alone. Learn how this fast-evolving digital landscape can remake programmatic advertising to benefit marketers and consumers alike. Heading into next year, what trends can marketers expect in digital advertising, and how can they leverage the power of people-based advertising to succeed in the evolving landscape?
Your superpower is developing strategic copy that's grounded in rationale. But when it comes to writing creative headlines, it might not come easy. From left brain to right brain, Brianne will share her journey to enhanced creativity and share four frameworks you can use to get out of your head and write headlines that stick. You won't explore your typical 'how-to' and listicle headlines in this session. Go beyond the surface and walk away with immediately actionable strategies and the confidence to generate a sea of creative headlines for your next copywriting project.
When you started your business you probably didn’t think about all the day-to-day marketing and promotion you’d be doing. You’re not a marketer but you know you need marketing. Outsourcing your social media marketing is great way to establish consistency in your online presence, while allowing you to focus on what you do best — your business. However, a company’s marketing strategy should be integrated into every part of your business to be more effective. Learn how you can bring marketing in-house and build a social media team that can thrive over time.
Website marketing has an altruism problem. While forward-thinking professionals are beginning to understand that successful websites are built for humans, too many of us are still trying to ""game the system"" to stay in Google's good graces. Decision-makers have been burnt by cookie-cutter agencies and frustrated by strategies that don't seem to spark movement. The key to accelerating and future-proofing your online presence is in rethinking your SEO program to involve more teams, inform more decisions, and bring the focus back to your users.
In this session, you'll learn:
+ How to think beyond page titles and meta descriptions to design a modern, sophisticated website strategy
+ How to tell whether your SEO agency is worth the price tag
+ How to maximize your investment in SEO by removing silos and adopting a 360-degree perspective"
Kavi Kardos Corporate Finance Institute / Director of SEO
Are you still manually managing granular campaigns, but your ROAS are dropping? With the progress of Artificial Intelligence over the past few years, machines can now predict trends and make automated decisions in real-time. With this, it is crucial for advertisers to explore this new modern approach. By making the shift from overly segmented targeting and using too many keywords, to a simplified and more efficient account structure, you’re allowing machine learning to work to its best ability. In this session, Ashley Royalty, Director of Add3SHOP, will discuss modern practices and full-funnel activations that helped transform brands like IT Cosmetics, Nuun, and Elemis into million-dollar assets.
As the market has become saturated with advertisements for consumers, leaning into pop culture has proved to be the key to standing apart, especially since 38% of people consider brand involvement in pop culture either important or very important. Still, many brands opt to stay on the conservative side and avoid taking big (albeit culturally relevant) risks. When The Narrative Group took a seemingly “boring” product like yogurt and made it bold by championing the sometimes controversial “cannabis holiday” with Harmless Harvest’s “Harmless Hits Different” Pack a Bowl campaign for 4/20, they were met with 168M earned media impressions, 11M influencer impressions, and record-breaking sales. The success continued with their “thirstiest summer” campaign promoting their coconut water, tapping into “thirst traps” and recognizing “the thirst is real” with their consumers, and logging over 3M impressions in the first 3 months alone. Rebecca can share why bold, culturally relevant, and sometimes “risky” ideas can lead to the most successful campaigns.
At the end of this session, the audience will be able to:
+ Understand what “brand swagger” is and how you can use that confidence and boldness to boost your brand and campaigns
+ Navigate and find the right threshold for trying new ideas that still align with the brand
+ Develop a strategy to connect to an audience who “gets it” - building trust with your current audience but also expanding to new ones
The Metaverse will require more content than we can realistically build manually, and it will need to be dynamically generated, personalised and completely interactive. This talk focuses on two groundbreaking projects: Creating an entirely AI-generated and interactive TV show and our inevitable future of 3D streamed media, specifically interactive streamed volumetric sports broadcasts. Adam will show how both projects work under the hood with live demos of the technology and breakdowns of the key points. Components include procedural cinematography, shot evaluation, ML pose estimation, dialogue and narrative synthesis, touch interactivity, intuitive UX and the challenges of streaming huge amounts of content to mobile devices. You’ll see what will hopefully be the very first, fully AI-generated TV show running 24 hours a day and never before presented versions of the latest Metacast technology, transforming how media is broadcast.
Have you ever wondered how to learn a new craft? In this session, Tiantian will share her knowledge on mastering a new craft using the 100-day-project format. You will learn about how to set up a daily routine, apply deliberate practice, and eventually become a better designer in 100 days.
As the amount of personal data we produce continues to grow, so does the sophistication of the technology used to collect it. However, this ever-expending ecosystem of customer data is becoming so complex that few people actually understand how it all works, creating a widening divide between the data haves and haven-nots. To level the playing field, we’ll explain how customer data is used for personalization and targeted marketing in words that even a 5-year-old can understand—literally. In this session, we’ll tell the story of Parker, a data manifestation who travels through the strange world of the digital information on a journey to find his way home. Along the way, we’ll explain concepts like Customer Data Platforms (CDPs), predictive modeling, data on-boarding and more. It’s a story the whole family can enjoy, including technologists, marketers and privacy advocates.
1) The document discusses trends in digital advertising and content marketing that are putting pressure on brands to scale up their content production, such as the growth of mobile usage and the Facebook/Google duopoly.
2) It then presents a framework for scaling content production through establishing a consistent visual identity, implementing rapid ideation processes, and developing scalable production models either using owned internal resources or distributed external networks.
3) Examples are given of how brands like L'Oreal and Marriott have successfully used this framework to produce large volumes of customized visual content across different platforms.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
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.
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
In today's digital world, customers are just a click away. "Grow Your Business Online: Introduction to Digital Marketing" dives into the exciting world of digital marketing, equipping you with the tools and strategies to reach new audiences, expand your reach, and ultimately grow your business.
website = https://digitaldiscovery.institute/
address = C 210 A Industrial Area, Phase 8B, Sahibzada Ajit Singh Nagar, Punjab 140308
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.
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.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
The Strategic Impact of Storytelling in the Age of AI
In the grand tapestry of marketing, where algorithms analyze data and artificial intelligence predicts trends, one essential thread remains constant — the timeless art of storytelling. As we stand on the precipice of a new era driven by AI, join me in unraveling the narrative alchemy that transforms brands from mere entities into captivating tales that resonate across the digital landscape. In this exploration, we will discover how, in the face of advancing technology, the human touch of a well-crafted story becomes not just a marketing tool but the very essence that breathes life into brands and forges lasting connections with our audience.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
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
Gokila digital marketing| consultant| Coimbatoredmgokila
Myself Gokila digital marketing consultant located in Coimbatore other various types of digital marketing services such as SEM
SEO SMO SMM CAMPAIGNS content writing web design for all your business needs with affordable cost
Digital Marketing Services | Techvolt Software :
Digital Marketing is a latest method of Marketing techniques widely used across the Globe. Digital Marketing is an online marketing technique and methods used for all products and services through Search Engine and Social media advertisements. Previously the marketing techniques were used without using the internet via direct and indirect marketing strategies such as advertising through Telemarketing,Newspapers,Televisions,Posters etc.
List of Services offered in Digital Marketing |Techvolt Software :
Techvolt Software offers best Digital Marketing services for promoting your products and services through online platform on the below methods of Digital marketing
1. Search Engine Optimization (SEO)
2. Search Engine Marketing (SEM)
3. Social Media Optimization (SMO)
4. Social Media Marketing (SMM)
5. Campaigns
Importance | Need of Digital Marketing (Online Promotions) :
1. Quick Promotions through Online
2. Generation of More leads and Business Enquiries via Search Engine and Social Media Platform
3. Latest Technology development vs Business promotions
4. Creation of Social Branding
5. Promotion with less investment
Benefits Digital Marketing Services at Techvolt software :
1. Services offered with Affordable cost
2. Free Content writing
3. Free Dynamic Website design*
4. Best combo offers on website Hosting,design along with digital marketing services
5. Assured Lead Generation through Search Engine and Social Media
6. Online Maintenance Support
Free Website + Digital Marketing Services
Techvolt Software offers Free website design for all customer and clients who is availing the digital marketing services for a minimum period of 6 months.
With Regards
Gokila digital marketer
Coimbatore
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.
The Secret to Engaging Modern Consumers: Journey Mapping and Personalization
In today's digital landscape, understanding the customer's journey and delivering personalized experiences are paramount. This masterclass delves into the art of consumer journey mapping, a powerful technique that visualizes the entire customer experience across touchpoints. Attendees will learn how to create detailed journey maps, identify pain points, and uncover opportunities for optimization. The presentation also explores personalization strategies that leverage data and technology to tailor content, products, and experiences to individual customers. From real-time personalization to predictive analytics, attendees will gain insights into cutting-edge approaches that drive engagement and loyalty.
Key Takeaways:
Current consumer landscape; Steps to mapping an effective consumer journey; Understanding the value of personalization; Integrating mapping and personalization for success; Brands that are getting It right!; Best Practices; Future Trends
Did you know that while 50% of content on the internet is in English, English only makes up 26% of the world’s spoken language? And yet 87% of customers won’t buy from an English only website.
Uncover the immense potential of communicating with customers in their own language and learn how translation holds the key to unlocking global growth. Join Smartling CEO, Bryan Murphy, as he reveals how translation software can streamline the translation process and seamlessly integrate into your martech stack for optimal efficiency. And that's not all – he’ll also share some inspiring success stories and practical tips that will turbocharge your multilingual marketing efforts!
Key takeaways:
1. The growth potential of reaching customers in their native language
2. Tips to streamline translation with software and integrations to your tech stack
3. Success stories from companies that have increased lead generation, doubled revenue, and more with translation
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.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
13. Hyperlocal Advantages
Advertise to new potential customers.
Locate the right consumers.
Balance consumer touchpoints.
Reach consumers across channels.
Measure your results.
14. The Most Complete Solution
EFFICIENCY—Reaching the right audience across the nation.
CONTINUOUS LEARNING—Building and optimizing technology based on
every campaign we run.
HYPERLOCAL PRECISION—Adapting marketing at the neighborhood level.
15. BOOST IN-STORE PRODUCT SALES
Goal: Drive sales of grilling products in stores
Strategy: Use hyperlocal targeting to reach
the right consumers in the right places at the
right time
Results: 3x increased engagement rate
16. DISCOVER NEW PROFITABLE AUDIENCES
Goal: Generate orders for online clothing store
Strategy: Combine hyperlocal digital advertising
with real-time data
Results: 32:1 ROI
17. Advice for the Future
Leverage multiple data sources.
Focus on goals, not just technology.
Use cookies strategically, not foundationally.
Are Cookies Dead?
I’d like to start off with a question—”Are Cookies Dead?”
Cookies used to be foundational to the digital advertising industry.
But these days, you can’t read the advertising press for more than a few minutes without someone declaring the death of the technology.
These doomsday predictions claim that if you’re running your campaigns on cookies, your advertising campaigns will wither due to your use of a dead (or dying) technology.
But is this the best way to think about cookies?
Actually, I think of cookies more like Disco.
There’s an old saying that, “Disco Will Never Die.”
In the 1970s, people wore polyester suits, danced at disco clubs, and listened to the Bee Gees and Gloria Gaynor. It looked like an unstoppable trend that would live forever.
And truth be told, it never completely died. Disco clubs still exist, draw an audience, and most importantly, help people have a fun time. But disco simply isn’t as popular as it was during the Saturday Night Fever days.
The same is true of cookies. In 2002, they were the engine that drove web advertising.
But today, they’ve lost their spot in center stage.
The question is, “Why?”
What’s Your Business Goal?
At the end of the day, you advertise to solve a business problem or reach an objective.
When you work with a digital provider and launch an advertising campaign, you often have a goal you want to achieve. Whether it’s reaching a larger audience and winning new customers, cementing loyalty among existing customers, or spending an ad client’s budget more efficiently, you have something in mind.
Sometimes cookies help, but more often than not, they limit you.
Let me give you a few examples.
Advertise to New Potential Customers
If you want to reach a lot of new customers, you’ll have to go beyond cookies.
A cookie-reliant approach’s biggest flaw comes from its inability to reach new customers and put them into the sales funnel. This happens because, in order to reach a customer online:
They need to have been cookied.
And they must have stored their cookies.
This presents some problems.
Privacy-minded users often block cookies by default. At best, these users clear cookies frequently, often making it impossible to reach new consumers based on their browsing history. At worst, they’re simply off the cookie-advertising grid altogether.
And many consumers might not even know that their browser comes out of the box with third-party cookies disabled, as is the case with Apple’s Safari.
And, on top of that, you often reach duplicated audiences, rather than new, fresh consumers.
The fact of the matter is that you just can’t reach all of your target audience if you’re only using cookies.
Solution: If you want to put new customers in the funnel, you’ll have to make sure cookies aren’t your only method of reaching them.
Locate the Right Consumers
Of course, you also want to put the right consumers into the sales funnel. This means you have to target based on several criteria.
Cookies are one-dimensional—they show you online behavior only.
But customers are multi-dimensional. They contain hidden depths and they’re much more than just the sites they visit.
Cookies explain only online behavior—they don’t reference offline data points. They might be able to tell you that these consumers have visited a specific site—but they can’t tell you that they’re only a few miles away from a superstore.
If you want to spend your budget efficiently, you have to understand the complete consumer and target accordingly. You need to know:
Their demographics
What they buy
Where they’re from
Where they buy
What they’re interested in (and spend their time thinking about)
Without all of this information, you could be reaching the wrong customers.
Auto Example
For example, let’s say you’re out to sell cars. And you buy third-party cookies to reach consumers who’ve browsed auto sites in the past few months. These consumers are likely to buy a car soon, correct?
Well, not exactly. Many visitors to auto sites are kids who love cars, and who are simply playing around with the online interactive tools. But they don’t have the ability to buy—or drive—a car.
Each time you advertise to this audience, you waste a small part of your budget (which can absolutely add up).
Solution: Instead, make sure to have the complete picture in mind before you advertise. Use all of the data available to you to understand and find the right customers. This includes:
Demographic data
Consumer interests
Offline purchase data
Distance from local stores
Car ownership data
Real-time behavioral data
By having all of these tools at your disposal, you spend your budget more efficiently, reaching only the best matches for your products or services.
Balance Consumer Touchpoints
Cookies can be an effective way of retargeting your audience. It often takes multiple touches before a sale, and cookie retargeting is one effective way to do it.
And, in fact, I’ll talk later about how we’ve achieved great success using cookies in conjunction with other tactics.
However, it’s important to make sure you don’t over do it. Retargeting can quickly go from persuasive to annoying, causing ad exhaustion among potential consumers.
And, over-targeting wastes some of your budget on customers that buying point.
Note to Casey: This is the perfect spot for your engagement stone story, if you’d like to mention it.
So, it’s important that you find the right balance point for your campaigns.
Solution:
Optimize your campaign in real-time. Using the right data, you’ll be able to strike the right balance to truly drive sales, while avoiding ad fatigue.
Reach Consumers Across Channels
The mobile experience has become essential to American life. With smartphone device usage time up by 48% in 2013 from the previous year, the trend is that mobile usage will only continue to grow (with mobile devices continuing to expand their roles in the consumer shopping and buying experience).
However, third-party cookies are disabled by default on many mobile devices (particularly the Apple suite of products).
This is a serious problem—your audience is going mobile, and your cookie campaign simply won’t translate onto these devices.
That means a lot of missed opportunities.
Solution: Base your digital campaigns on technology that’s device-agnostic. With the right technology in place, you can reach consumers across desktop, laptops, smartphones, and tablets.
Measure Your Results
Finally, at the end of every campaign, you want to take stock of where you stand. You want to see how your ad campaign contributed to the bottom line.
Cookies were once key to digital advertising measurement. By dropping cookies on machines, advertisers could track a number of attributes based on a Web user’s behavior—including whether they purchased something online, whether or not they were served an advertisement, or which pages on a site they visited.
But you run into a problem when it comes to mobile measurement.
In fact, it’s this reliance upon cookies for tracking that makes mobile measurement such a thorny issue. The top minds in the advertising world are working on developing cross-device measurement capabilities, but these efforts are still in their infancy.
If you want to track your mobile results, you’ll have to pick a different method.
Solution:
Use other data—including offline sales and location data—to get a better picture of your campaigns. This could mean the difference between understanding your advertising efforts, and leaving a large hole in your reporting on the mobile end.
So, this prompts the question: where will digital advertising go in the future?
The answer lies in the data.
In 2002, you would only be able to use cookie data.
But today, there’s so much more intelligence available.
You have the opportunity for the first time ever to truly understand all of the nuances and depths of your audience. We’re in a golden age of digital advertising where we can understand demographics, social media information, content consumption and interests, online purchases, offline purchases, and much more.
This means smarter advertising, better targeting, and more effective digital campaigns.
But you have to go beyond cookies to look at other data sources like:
Offline purchase data—Such as credit card and point-of-sale data.
Online interest data—Insight into what these shoppers spend their time reading about and watching.
Rich location data—Intelligence about where these consumers live, where they shop, and where they spend their money.
And, you need to be able to reach consumers consistently across channels—including on smartphones and tablets.
Hyperlocal Digital Advertising
One way to solve these problems is through hyperlocal digital advertising. I know I’m a little biased, but I’ve seen it work time and time again, solving many of the problems inherent in traditional cookie-based campaigns.
Let me tell you what our solution is all about.
MaxPoint’s unique digital advertising solution combines the best of both offline and online data sources to enhance national-scale advertising campaigns with hyperlocal precision. Precision down to a neighborhood level.
Our team of analysts and engineers remapped the United States into 34,000 unique Digital Zips (or neighborhoods). We have identified commonalities—such as income, age, purchase behavior, and interests—at the household level in order to target only the neighborhoods that make sense for your advertising objectives.
Our solution not only reaches the right consumers where they live—but we’ve also built the technology from the ground up without ever having to rely on cookies. We can work alongside trading desks and other cookie-based solutions, but we’re never reliant.
We decided from the beginning that we would take a different approach to targeting than many digital providers were taking at the time. We read the tea leaves early, and saw that cookies were going to decline in prominence—so we built our solutions without using cookies as a crutch.
And it paid off.
Hyperlocal Advantages
How does hyperlocal advertising answer the challenges left by cookies? How do we solve for each of these concerns?
I’ll take them one-by-one.
Advertise to new potential customers—MaxPoint built its advertising solution without depending on cookies. As a result, instead of reaching only those consumers who’ve been cookied, we can reach 100% of consumers online without sacrificing precision.
Locate the right consumers—We advertise to neighborhoods based on a combination of offline and online data. By analyzing billions of data points, rather than relying on a one-dimensional source like cookies, MaxPoint bases its advertising decisions on a thorough and complete picture of consumers.
Balance consumer touchpoints—MaxPoint optimizes in real-time, allowing advertisers to discover the right number of impressions per user. Retargeting is important in any campaign—and MaxPoint’s technology finds the balance point between too many impressions and too few.
Reach consumers across channels—MaxPoint has run campaigns that are desktop-only, mobile-only, and everywhere in between. And because our systems never relied on cookies, we’re uniquely positioned to deal with the increasing centrality of the mobile experience. Mobile’s important to everything, and since we’re not cookie-reliant we can do this.
Measure your results—MaxPoint routinely works with brands, retailers, and agencies to measure both online and offline advertising results. While we can use cookies to measure, we’re equipped to handle even the most robust measurement requests, including sales lift studies.
The Most Complete Solution
I’ve described how hyperlocal stacks up against cookies, but what else does this strategy have to offer?
Efficiency—Hyperlocal is about reaching the right people across the nation efficiently. That means locating the neighborhoods across the United States best suited to meet your goals. Once the audience is modeled and found in those neighborhoods, the campaign is run nationally or scaled down to a regional or local level. Because neighborhood targeting is more granular than DMA targeting, you spend your budget more effectively. Hyperlocal is essentially a zero-waste approach.
Continuous Learning—Hyperlocal isn’t new technology based on old methods and models. We build and optimize our technology based on all campaigns we run. This always-learning approach identifies and responds to shifting opportunities in real time. Everything learned from the campaigns we run for you and others like you is fed back into the system, generating smarter campaigns as each second passes.
Hyperlocal Precision—Hyperlocal is adaptive marketing at its ultimate. You have the ability to run different messages to different neighborhoods based on shifting preferences, weather, content consumption, even allergen levels.
So the question now becomes: what does hyperlocal advertising look like in the real world?
Case Study Notes
A grilling supplies company wanted to boost sales of its products ahead of grilling season. So, they turned to the neighborhood experts at MaxPoint for help.
MaxPoint analyzed billions of offline and online data points to serve rich-media ads to:
Males between the ages of 18 and 54;
Who are interested in cooking and entertaining at home;
And who had recently attended a barbecue.
Each ad highlighted the local weather predictions to entice shoppers to stock up for the weekend.
The brand tested two separate landing pages:
Promotion coupon for grilling supplies
Grilling website including several recipes
Over the course of the campaign, MaxPoint optimized targeting in real-time—including smartly deploying ads based on local weather conditions.
Finally, we measure results using a one-question brand lift survey asking consumers how likely they were to purchase the grilling product for the upcoming weekend.
Results:
Consumers who received MaxPoint’s digital ads were over three times more likely to report an intent to purchase the product.
Case Study Notes
An online clothing retailer wanted to generate orders for its garments.
Specifically, they set out to generate orders from new customers—meaning they simply couldn’t rely on purchased cookies for their upfront targeting. Simply put—they wouldn’t have been able to reach as many users with cookies as they would with hyperlocal targeting.
To help, MaxPoint used its Digital Zip technology as the foundation of an online advertising campaign. But we also incorporated real-time data using web traffic tracking and strategically dropped cookies for people who visited inner pages of the clothing website.
This more strategic use of cookies allowed MaxPoint to develop complex audience models based on real-time feedback and clickstream data. We could track information down to the page-by-page level, and cross-reference it against our existing data to draw distinct conclusions.
From there we found untapped audiences based on these complex audience models. Instead of using cookies upfront and reaching only duplicated audiences, we were able to analyze the data mid-campaign to discover new sources of buyers. For example, mid-campaign analysis found that, while the initial target was mothers, the brand saw higher-than-expected sales among singles. This opened a new, potentially lucrative market for the brand.
The result of the campaign was an exceptionally high 32:1 ROI.
The campaign also increased the number of offline catalog requests, demonstrating an important, long-term interest in the brand from new customers.
Takeaways: Think Beyond the Cookie
So where are we now? And what should you walk away with? Here’s some advice.
Use multiple offline and online data sources—Cookies cannot be your only solution. You have to look at multiple points of data, and you need the ability to do that in near real time. Compare it with direct mail—a list broker who only looked at one dimension of a customer, such as what types of publications they read, would go out of business pretty quickly. But the problem is that this is what you’re doing when you rely completely on cookies. It’s a problem and one that you should correct.
Align your digital advertising with your underlying business objectives—This goes well beyond the technology. Work with your partner to find the right solution for your campaign objective. Sometimes cookies can help, but more often than not they aren’t the best solution.
Try cookies strategically, rather than making them central—Cookies will never completely die, because they still have some use. Five or ten years from now, people will still be talking about them, and the advertising press will still report on their impending demise. But many brands, retailers, and ad agencies will continue to use cookies to reach the roughly 25% of consumers who’re reachable via this technology. However, hyperlocal targeting can sit beside this approach, offering precision when companies target the 75% unreachable by cookies. The key is to use them strategically, rather than foundationally. Employ cookies when you need them, but don’t make them a cornerstone.