There are four components of effective marketing measurement. This week’s podcast explores how measuring investment, outcomes, attribution and time can help us determine ROI, so we can finally have an answer to our client’s biggest question: “is my marketing working?”
Changes in consumer behavior have impacted both sales and marketing in positive and negative ways. This podcast explores how sales and marketing must adapt to meet the demands of this new consumer behavior — and gain a new appreciation for each department’s role in the organization.
Does everybody hate advertising? A Marketing Land article says yes, but a recent study by HubSpot says 68% of consumers are actually OK with it if the message is relevant to them. So why the dissonance? In this episode, we explore why consumers are paying to opt-out of advertising with new technology, and how marketers can combat this trend by transforming their advertising from something hated, to something appreciated.
This is the final episode in our Deep Dive podcast series, which explored the 5 customer journey states. Previous episodes examined See, Think and Do. This episode is all about the importance of personalized content for the end phase of the buying journey: Grow and Give. We will discuss the goals, appropriate content, targeting methods, and measurement for the current customers that comprise the Grow and Give states.
The buying behavior of consumers has changed, and the sales strategies that worked 10 or even 15 years ago no longer work today. Consumers expect more of the products and services they purchase and more of the brands from which they purchase those products and services.
Last week we talked about the proper set-up and tools for effective experiments. Since analytics are vitally important to successful experimentation (and essential to Iterative Marketing); therefore, this episode is dedicated to getting the most from Google Analytics. In this episode, we discuss how to obtain clean data, track conversions that will meet objectives, pass information into Google Analytics, and how to pull back out customized reports.
In this episode we explore the specific tools that are necessary for effective experimentation. Setting up the infrastructure, or template, for which the experiments will be conducted is the first step for successful experimentation. We will also identify what to test, how to measure the data, best practices for analysis and, most importantly, how to communicate the results to stakeholders.
The advertising agency model is no longer what it once was. While some agencies have been able to adapt to change, it is not always a painless process, and many agencies continue to struggle in an attempt to stay profitable, and in business.
The revenue model that had once worked has since been disrupted by programmatic media buying and client expectations to get more for less. Business, as you know it, has changed. But have you altered your practices to adapt to this change?
An increasing number of companies are looking to digital media to reach and engage with their audience. Some understand both the potential and the drawbacks of each digital platform. However, many don’t and have simply asked to use it because they heard through the grapevine that digital ad spend is exploding, and they don’t want to be left behind.
In either case, you want to be prepared. As the account manager, you are responsible for managing your agency’s relationship with client. And the best way to foster those relationships is to give them what they want. Here is what you need to know to sharpen your own skills and guide your clients through the ever-changing world of digital media in 2017.
To see the greatest return on investment, it’s necessary to continually refine our content marketing. In order to boost our efforts, we must understand our marketing objectives and how these differ by journey state. The Grow audience includes people that have already purchased our product and are happy. The Give audience includes loyal customers that wholeheartedly believe in our brand and are willing to help promote via referrals. In this episode, we explore the different ways to deliver content for a variety of customers and how to successfully optimize and iterate our content for the Grow/Give state.